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Tom Doctoroff

From Brand Unity, Strength

At the 2014 Grammy Awards show, fast-food chain Arby’s trended on Twitter when it poked fun at rapper Pharrell Williams. His hat looked like the one in the Arby’s logo, so the company tweeted, “Hey, #Pharrell, can we have our hat back?” It was one of the most talked-about moments of the show because it reminded people of pop-culture totems, including Smokey Bear and Harry Potter . . .

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