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  "documentTitle": "Oatly Group AB (OTLY)",
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  "authorName": "Ben Axler",
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  "presentationDate": "2021-07-14 00:00:00",
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  "notes": "Uses a 'Warning' callout to frame the contradiction.",
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      "kind": "callout",
      "text": "Warning: Oatly's prospectus mentions the word \"brand\" two hundred and thirteen times (213), which we believe emphasizes the importance of Oatly's brand to its success in the hypercompetitive food industry.",
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      "text": "Oatly's prospectus mentions the word \"brand\" two hundred and thirteen times (213), which we believe emphasizes the importance of Oatly's brand to its success in the hypercompetitive food industry.",
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      "text": "In the historically commoditized dairy category, we have created a brand phenomenon that speaks to emerging consumer priorities of sustainability, trust and health.",
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      "text": "I hate to use the word brand there... Consumers don't want brands, they don't care about brands. They care about something else, values, stories, and messages, right?",
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      "text": "When you launch something new you have to have a very compelling product and a story behind it. It's so much about story telling.",
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      "kind": "quote",
      "text": "\"And I hate to use the word brand there... Consumers don't want brands, they don't care about brands. They care about something else, values, stories, and messages, right? Just so happens you can a message around a brand. But at the end of the day, who cares about brands\" — Bjorn Oste, The Pivotal Leader Interview, April 3, 2019",
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      "text": "Source: The Pivotal Leader Interview with Oatly Founder Bjorn Oste, April 3, 2019",
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      "text": "Oatly Claims It's Not A Brand, But It Is Obsessed With The Word",
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