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Off Brand

Why the Smartest Companies Are Shunning Neutrality, and Taking a Political Side

What Cloudfare, Dick’s Sporting Goods, and Nike reveal about the future of brand survival

Illustration: Kyle Platts

The fundamental task of a business is to generate profits for its owners, investors, or shareholders, right? “Make as much money as possible…




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Rob Walker

Rob Walker

Author The Art of Noticing. Related newsletter at

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