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Nothing cuts through the clutter like a pigeon. I'm sure this well-executed mailing got noticed, but I would have loved a campaign that dramatized the very real product advantage, rather than burying it under the competitors' shortcomings.

Similarly, Virgin isn't bringing much to the party: Behind the urban art direction is a pretty basic retail site that doesn't even let you try before you buy. In a world where music is fast becoming free, you need more than a discount to be relevant.

The Sprouse brothers, however, know what their audience wants. Harnessing the teen desire to find and own the merchandise is a great idea. Partnering with StyleFeeder to help them get their hands on it is genius.



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