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As the Brand Tags
project is showing, how people perceive brands can be quite different from the grand plans of marketers. WPP is of course creating an agency brand from scratch with its dedicated Dell agency. Once I heard the agency name is Synarchy, I did what many would do: I Googled it. In addition to the Scandinavian thrash-metal band shown here, I also found that it’s a political philosophy. Turns out synarchism is a mixed bag.
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