"A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life."

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Kat picked up a folder labeled Senior. "What are these? Bank records?" She did a double take, looking at Hale. "Did your dad really pay two million dollars to the campaign to elect Ross Perot?" "I..." Hale said, stumbling for words and thumbing through another file. "Wow. I guess my cousin Charlotte isn't really my cousin." "Don't worry," Kat said. "It looks like there might be a kid in Queens who is.

— Ally Carter