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In this special "best-of" episode, we revisit some of the most compelling conversations on branding from the past year. Featuring clips from Claire Deschamps (Assos), Hugo Davidson (Knog), Greg Shapleigh (Giro/Highbar), and Nikki Hawes (Whyte Bikes), this roundup dives into what actually makes a cycling brand resonate — from turning community into your most authentic storyteller, to standing out in a commoditized category through bold positioning, to the discipline of knowing whether an idea is a genuine strategy or just a fleeting opportunity. A recurring thread ties it all together: authenticity, focus, and staying true to your brand's core values are what separate brands that fade from brands that endure.
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