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What's the premium in your firm's brand?

Flying across Lake Michigan to land at O'Hare airport today, I was recalling what I know about Chicago. One thought led to another and courtesy of in-flight wifi, I thought I’d share some data to challenge you to think about the premium in your firm's brand. First Chicago. Gangsters, Bugs Moran and Al Capone. The Windy City. Where President Obama started out as a civil rights attorney. Jazz, Nat King Cole. Medical education and pioneer, George Miller. Author of 50+ books on marketing, Phillip Kotler of Northwestern University. Economics, amongst many, Ronald Coase and The Nature of the Firm. Oh, yes, basketball, the Chicago Bulls and, of course, Michael Jordan. The premium in a brand Now the

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