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In the Olde Booke of Branding Wisdom—well, if there is one—is writ an important lesson: Just because your brand’s been around for a century doesn’t mean you can stray off message. History hands us few better examples than the one illustrated by the ads here—suited, as it turns out, to the nippy weather nearly upon us. Founded in 1912, ChapStick is today so dominant that its trade name often stands in for the entire lip-balm category.
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