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Be the Brand

Make your marketing an experience.

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This story appears in the February 2007 issue of Entrepreneur. Subscribe »

Brendan Synnott often asks people, "Do you want to get Bear Naked?" That phrase is part of the hip focus on brand experience that has gotten Bear Naked, the granola and breakfast products manufacturer he co-founded with Kelly Flatley, 27, into Costco and Target.

"People smile and ask what we mean," explains Synnott, the 28-year-old CEO of the Norwalk, Connecticut, company. "If we just sold granola, we would lose."

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