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Over the holidays I spent some time in the Dutch city of Haarlem. Keen to reacquaint myself with the local culture I found myself in a bar just off the main square, ordering a beer within moments of arriving. The conversation went like this: 

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Luxury branding with a distinctly cheesy aroma

Walk down Queen’s Road Central in Hong Kong and you can’t miss it. Sticking out into the middle of the road is a huge billboard advertising a luxury Swiss watch brand. An image of a colossal, diamond encrusted time piece forged from pure bling looms over passers-by. And the name of this über-expensive, über -exclusive brand…?

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Stopping into the local off-licence to pick up some mixers, I was surprised to see a can of a new energy drink with a rather provocative name. 

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