Once upon a time, children used to want to grow up to be doctors and lawyers. Or, at least, policemen and famous rock stars. Admittedly, speaking of the latter, as those of us forced to sit through the Justin Bieber docu-bio will know, that rock star actually dreamed of being a crossing guard but – well, we’ll ignore that. Because nowadays it seems the thing to be, whether you are a person, place or thing, rock star or editor, is a brand.
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