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ANCHORING THE ESSENCE OF BRAND ICONS Benoit Beaufils, March 1st, 2011
A young Jewish man excitedly tells his mother he's fallen in love and that he is going to get married. He says, "Just for fun, Ma, I'm going to bring over 3 women and you try and guess which one I'm going to marry." The mother agrees. The next day, he brings three beautiful women into the house and sits them down on the couch and they chat for a while. He then says, "Okay, Ma, guess which one I'm going to marry." She immediately replies, "The one on the right." "That's amazing, Ma. You're right. How did you know? The Jewish mother replies, "I don't like her." Predictability makes the joke. Though you can’t guess what the end line will be, it will always confirm something you know already – re-assert the invariable, iconic character of the archetypal Jewish mother. ANCHORING THE ESSENCE OF BRAND ICONS
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