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Can brand identity create community spirit?
Nothing works like an eye-catching title. Surely “Bowling Alone,” an article by Robert Putnam, a Harvard academic who appeared in the obscure American Prospect in 1995, had a provocative thesis. Noting the decline of bowling leagues, Putnam claimed the solitary bowler was a metaphor for a society that had withdrawn from community organizations and civic life over the past several decades. We were facing a crucial shortage in “social capital,” he warned.
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