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The next step is to make something endure

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A great example of a brand that is endure

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is the Grateful Dead. There are on the third and fourth generation fun.

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One of the things that the Grateful Dead does to ensure that it is enduring,

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is it has completely contrary policy, towards ripping off its music.

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The Grateful Dead supports what is called Tapers, although nobody use tape anymore.

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Tapers have a special section at every Grateful Dead concert. The Grateful Dead create a special area with great acoustics,...

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for amateurs to tape the concert, and as long you don't use that music for commercial purposes, it lets you spread it as far as wide as possible.

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Have you ever heard of any other group that would encourage you to tape the music at a concert and spread it around?

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This is one of the reasons why the Grateful Dead is enduring.