Is HashiCorp a Broken Brand?

What it means to have a brand is you’ve made a promise to people. - Seth Godin In 1983, Halston signed a one billion dollar deal with JCPenney. That deal was the beginning of the end for Halston. Halston started as a fashion designer in the 1960s, eventually being described as “the top of the fashion show-biz heap.” He designed the pillbox hat that first lady Jacqueline Kennedy wore to her husband’s inauguration, made uniforms for the U.S. Olympic teams, and created costumes for a famous ballet. He was seen with a group of models so often that they became known as “the Halstonettes.” In short,

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