Grade: B. Success in the long run will require continued judicious, well-executed deployment of Hesse. By the way, in Donald Gunn's advertising taxonomy (which posits that there are only 12 kinds of ads in the world), a brand's CEO is one of its "unique personality properties"—along with things like the brand's nationality (for instance, a sports car playing up its German origins), its unusual name ("With a name like Smucker's, it has to be good"), or its rich and storied history (notice that during Mad Men commercial breaks there are historical factoids about brands and clips from vintage ads). It's all about bringing some depth and narrative to that two-dimensional corporate logo.
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