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Christians believe themselves to be the aristocracy of heaven upon earth, they are admitted to the spiritual court, while millions of men in foreign lands have never been presented. They bow their knees and say they are 'miserable sinners,' and their hearts rankle with abominable pride. Poor infatuated fools! Their servility is real and their insolence is real but their king is a phantom and their palace is a dream.
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Francois-Henri Pinault
Linguistics is a good way of defining the culture of a brand. The vocabulary used by sports and lifestyle brands - running, fitness, training, motorsports - is all about functionality, whereas the vocabulary of the luxury business - handbags, ready-to-wear - is all about the product.
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