His image is frozen in time. When you think of Dean, it's a very consistent look, a consistent brand that everyone thinks of. He's forever cool.

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[The dead offer a constancy that, say, Kobe Bryant does not.] There are few unknown factors going forward, ... There's very little risk of surprises.

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As we go over time, personalities like Humphrey Bogart, Marilyn Monroe, James Dean, these personalities have become brands.

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They bring instant recognition to a campaign. Whether it's a print or a television one, when you show a picture of Marilyn Monroe, she's instantly recognizable.

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