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by Matthew J. Messina, DDS - Executive Editor
ODA Today

A goal of marketing experts is the establishment of brand identity. It remains one of the lofty targets that they hardly dare discuss openly. When people care enough about the product that they identify with the brand as a part of their personality, the marketers have more than a customer. They have a disciple.

Take Harley Davidson motorcycles, for example. Harley owners go far beyond mere loyalty to the brand. For them, it is a…

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