So the question for other, lower-ranking brands becomes, how can I work to forge greater emotional attachment with our consumers?

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You might say it's better for them and for the wider economy if they are doing some work - to have some attachment to the labour market - rather than nothing at all.

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The challenge is separating unusual but harmless actions of a Web page or email attachment from embedded malware attempting to do dirty work.

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Mr. Boarman, whose first job out of high school was working at a printing company in downtown Washington, said he has a "romantic" attachment to the Printing Office name, but noted that much of the work is electronic nowadays.

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