It is not easy to build a great brand. It takes leadership to persuade the rest of the company to follow your vision. It takes an artistic sense of proportion and timing. It takes a ruthless willingness to distinguish yourself from competing brands and, hopefully, bury them in the process.
Chess is ruthless: you've got to be prepared to kill people.
The celebrity-making machine-photographers, paparazzi, press and stuff like that-can be ruthless.
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