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12/17/2001 Entry: "17-Dec-2001 -- Cleaning Up Brand Clutter"

Cleaning Up Brand Clutter -- "Make simplicity a selling point. Look at BMW. They've got the 3-series, the 5-series, and the 7-series. You know instinctively which is the entry-level car and which is the top of the line. You know that the 540 model has a more powerful engine than the 528."

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