"However for a relatively unknown brand to push the size barriers this far is a risk, " he added.

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Why should shoppers gamble on an unknown brand out of town when they can deal with larger, more trusted names in business?

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And if it's some unknown brand, all the better.

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Once a relatively unknown brand, Corona, with the help of surfers who became fans of the beer during trips to Mexico, gained a steady following of fans in the U.S. and around the globe.

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Nike likely is not sweating Uniqlo, but the brand, still relatively unknown in the U.S., now has the top tennis player in the world and third ranked golfer.

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Huawei, the telecoms infrastructure giant - virtually unknown as a phone brand in many parts of the world.

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Whether gum-chewers will want to trade in their trusted brand of sticky mush for an unknown player, however, is a question that won't be washed away easily.

FORBES: Magazine Article

That can help the Huffington Post, which is totally unknown in France, to build its brand faster than expected.

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Until, at some unknown point, your subcontractor now knows enough to be able to do it without you or your brand name.

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