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He went into partnership with his former agent, Leonard Armato, to launch Dunk.net, which sold apparel and shoes online in 2000.
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One final requirement: The ad had to be fun, engaging people to want to watch it again or pass it along to friends, Armato said.
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"Young people looking for an exciting challenge that could lead to danger is an age-old problem, " says John Armato, 64, community relations director for the Pottstown School District.
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But Armato likes that kind of attention for his brand.
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Transparency being the buzzword of the decade, John Armato, Sacramento, CA- based senior partner of Fleishman-Hillard agreed to tell us about how branding techniques used by much larger companies can be applied to the small business platform as well.
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