"Emmys are helpful because they're third-party endorsements or credibility for what we're doing, " he said in an interview last month.

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"We're looking at the credibility of the complainant and using due diligence, " the official said.

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"We're the only brand that has credibility to formulate such a vision, " says Mr Samuelsson.

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"We recognize we're starting at a point where there is very little credibility for a lot of what's already been invested, " she said.

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