ChangeThis

ChangeThis is our weekly series of essays, extended book excerpts, and original articles from authors, experts, and leaders.

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Building a brand can get bogged down in corporate machinations and language, but it can also be a communal process—a back-and-forth exchange with fans based upon shared human interests and experiences. Crystal Haryanto explores how one of the most successful artists of our age has managed to thoughtfully and carefully "build a brand revolving around communication and humanity."

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