Too often, however, the expansive nature of the branding process ends up causing the event to be usurped… — Naomi Klein
Too often, however, the expansive nature of the branding process ends up causing the event to be usurped, creating the quintessential lose-lose situation. Not only do fans begin to feel a sense of alienation from (if not outright resentment toward) once-cherished cultural events, but the sponsors lose what they need most: a feeling of authenticity with which to associate their brands.
Source: Wikiquote · CC BY-SA 4.0
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