Taylor C
July 14, 2022

Talking Rebrands - Part 3: Dominos

Domino's Pizza

In my humble opinion, Dominos has had one of the must successful rebrand campaigns in the 21st century. From being laughed at, and nationally recognized as the worst pizza chain in the early 2000s, Dominos decided to take some action around 2010 in launching their “Pizza Turnaround” campaign. They devised an ad that explained the tactics that they used to make their pizza look so much better than it did in person, and even ran national taste tests against pizza hut and papa johns with new recipes. These worked wonders for their perception of being transparent and genuine.

One of every company’s most prominent goals through the branding process is earning the trust of your target audience and this did exactly that. Not only did they launch a better tasting recipe with this campaign, but they secured a 14.3% increase in revenue from it. Seeing those returns in just a sales quarter, this prompted rebranding efforts to revolutionize not only their pizza and packaging, but also the way they provide their service. That’s right, they went on to develop the pizza tracker to give their customers the exact time of their pizza delivery once again bringing the customer experience to the forefront. On top of that, they redesigned their pizza delivery cars to keep the pizzas fresher, and created the concept of Carryout insurance just in case something happens to it before you’re able to enjoy it. Dominos continues to strengthen community relations today through their campaign to fill in local potholes with a fund they’ve created. 

Back to the physical rebrand though, readability and transcendence across platforms were again 2 motivating factors in the domino rebrand as well. Their original logo is large and clunky, while also difficult to ready because the words are rotated and confined to under half of the original mark. In order to truly have an icon represent their brand, they had to take the word out of the icon itself, and shorten the name to save face. This translates to the Internet much better because their icon or name can now be recognized independently outside of the original logo. Domino’s Pizza chief marketing officer said in a press release, “We’d like to reach the point where we’re recognized as the Nike swoosh or Golden arches”. This adds credibility to the idea that companies are learning from industry leaders and adapting many of their same thought processes throughout their brand adaptation.

Packaging seems like an afterthought in the branding process, when really it should always be in the forefront of the discussion. Dominos knew that their old boxes were unoriginal and bland, so they turned their new logo into their boxes. This helps the new logo get a foothold with Domino’s consumers and also infuses its own bold sense of creativity.

Through self-deprecation and, at times, cringe worthy honesty, dominos has run one of the most successful rebrands of this century. From 2009 to 2017 Dominos more than doubled their revenue and surpassed its competitors in market share, and all they had to do was listen to their consumers. They listened when they were told that their pizza was bad, and they walked the walk by showing their customers how they were going to change and even asking for their help throughout the process.


When going mobile and developing an app, it is almost completely necessary to have a symbol outside of your company’s name to represent it. However, Adding an icon to the name has not always gone well, as Sears found out in 2019. With sales plummeting in recent years due to rise in e-commerce and further hindered by the coronavirus, they decided to give their 2010 logo a reboot. Emboldening the font, and adding an icon to encapsulate the ideas of “home and heart”. Seems like a good idea from the outside except for one thing: the symbol looked IDENTICAL to the icon that Airbnb adopted in 2014.

In response to the criticism, Sears released a statement explaining their rationale: "The new icon was created to represent both home and heart, this shape also conveys motion through an infinity loop, reminiscent of one getting their arms around both home and life. The rings, like those of a tree trunk, show longevity. With home and heart at the center, the rings radiate and grow to encompass our broad assortment of products and services." In my opinion, any logo that attempts to incorporate an infinity loop is doomed to be cliché, but nevertheless this statement did resolve much of the anger that they plagiarized the logo. Additionally, the emboldening of the typeface was successful in helping the logo work on any screen size because the thin font is tough to read on a small interface.

The final element of their physical rebrand was a new slogan: “making moments matter”. This slogan was intended for their target audience: baby boomers and young families. This makes a lot of sense in accordance with their campaign to shut down some of the large stores, and open up a bunch of smaller stores centered around home + life. Just because it makes sense on paper, doesn’t mean that will directly translate in sales. I believe they should have taken a more customer-centric approach with their rebrand and done more integration with e-commerce. Time will tell if their efforts will prevail, or if they will go under.


The Coors rebrand is an interesting study because their goal was to evolve the public’s perception of their character as well as visually.  With the ultimate goal of cracking into the top 3 or 4 premium beers on an international scale, removing the “light” from Coors light, and adding the blue mountains were just the beginning of their transformation. Their marketing department acted on the results of studies that showed consumers found their new branding “more distinctive and appealing”. Even though the blue mountain adaptation caught some slack for being similar to Evian, it does give Coors an icon to rely on for their mobile and digital presence.

Malcolm Gladwell once said, “There can be as much value in the blink of an eye as in months of rational analysis”.  While Coors was right to have their marketing department run studies garnering opinions of their new brand, they were also smart to think on a surface level by choosing an Icon that they embedded multiple associations with. On their bottles, Coors created a mountains icon to turn blue when the beer was cold enough to properly enjoy. This is ingenious because now anytime a returning consumer sees the Blue Mountains, it stimulates memories of waiting for the beer to become as “cold as the Rockies”. Now your perception of the company and its brand encapsulates your entire experience of enjoying the beer.

Another dimension of brand evolution that we have seen during this has been their pivot to marketing to express their values in this move also with the Coors Seltzer mission to save America’s rivers. In today’s climate, being able to evolve for the digital realm, visually reflect positive values, and innovate simultaneously, is about all you can ask for in a rebrand.  Lets take a step back and look at what can be learned from this process. One thing to certainly come back to is having a legitimate reason for the redesign. Simply undertaking a rebrand because you become bored and tired of looking at the same logo is simply not a good idea.  It runs the risks of unnecessary spending, unrecognizability, and public backlash with the disadvantage of not being able to defend it. Be careful not to underestimate the emotional attachment that a consumer may have with an old brand logo. The pros for the rebrand, must outweigh those alone. Brand evolutions should be a gradual process that happens naturally as the culture, environment, and public needs shift over time.

Another common trend, was adapting to the desktop and mobile experience. Maintaining brand standards across screens of all sizes is a hard thing to do. And if your logo wasn’t built with that kind of malleability from the jump then it may be impossible without a rebrand. Every company that has an app needs to be recognizable in the form of an icon, and every company with a website has to have a brand identity that is fluent across the largest computers and smallest phones. Often, in order to achieve this the logo will have to undergo some degree of simplification, while maintaining originality.

Keeping your company at the top of the list   

Predicting the future is hard, but keeping up with trends and modern technology can certainly help you prepare for what’s next. This is important with regards to every nearly aspect of digital marketing, and especially website maintenance and search engine optimization. Looking forward to this upcoming year it will be important to refine your current process and adapt to the changes going on around us in the digital world. Here are some early observations of what may change in 2021 regarding how we understand and implement proper SEO mechanisms.  

SERP ANALYSIS: We predict that as Google’s algorithms continue to adapt and become more complex, there will be less focus placed on writing a meta description for all pages on a site, but rather more of a focus on SERP (Search Engine Results Pages) / Searcher intent. This is because over time Google’s search engine is becoming increasingly better at truly identifying what a user is searching for. This will favor sites that render & stabilize quickly, and avoid sites that force pop-ups, registrations, & immediate payments. Rather than only focusing on your product, Google is will focus more on what exactly the user is looking for. For companies to best adapt to these aspects of the evolving algorithm more focus should be placed on the on-site journey of organically gathered leads and the keywords on the pages that the most time is spent on.  

BEHAVIORAL ANALYTICS: One of the shifts we are seeing from the Covid-19 pandemic is that a landscape that is constantly changing renders traditional keyword patterns useless. Rather than keyword research, we may see more resources allocated towards first-party user research. This is collected directly from your audience made up of customers, site visitors, and social media impressions. More specifically, data in your CRM, surveys, chat bots, and customer feedback will become more important for optimizing the user’s experience. Strong customer support services, relevant post content, and a highly functional FAQ page will get customers the information they are looking for and boost your SEO.  

**we should put an emphasis on adding more FAQ-esque content to blog posts and media we publish** 

NATURAL LANGUAGE PROCESSING: Keyword frequency and ramping up quantity is becoming more outdated by the day, and quality content that is more in accordance with what users are actually typing into the search engine is moving to the forefront. Increasing and optimizing pages readability will become increasingly more important to create separation from your competitors. In a similar realm of thought, higher quality images will be rewarded with better SEO results. Using images that are at least 1200px wide will boost your ranking on Google discover, because they have a higher click-rate than thumbnails.  

CORE WEB VITALS AND PAGE EXPERIENCE OPTIMIZATION: With a heavier focus on user experience for SEO in 2021, it would be foolish to continue overlooking page experience metrics. There will be a shift towards utilizing tools such as Crux API & Lighthouse to identify what aspects of your page has the most influence on the users experience. There will be a shift towards creating with features such as scroll trigger animations or high quality media to better engage users.  

LONG FORM CONTENT: Publishing longer content not only links more keywords to your site but when you appeal to Google’s E-A-T guidelines, you will be outranking your competitors in no time. E.A.T is an acronym for Expertise, Authoritativeness, Trustworthiness (or Page Quality), and it boils down to creating content that your audience loves. This is much easier to do when your blogs are closer to 2,000 – 3,000 words rather than 1,000. It is important to keep the content digestible so we would further recommend breaking it down with subheadings. Reevaluating your target audience and observing trends relevant in that focus group and industry is crucial for creating content your base will read.  

LINKS & LONG-TAIL KEYWORDS: There will always be rumors of backlinks being a figment of the past but as of this year, Google still sure seems to care a lot about them. To further coincide with Google’s acclaimed E-A-T guidelines, including more links to relevant websites and citing sources is always a good thing. The hard part is getting other sites to link to yours, so a bit of industry research will go a long way for those regards. Perhaps guest writing blogs for companies adjacent to yours is a good starting point. Long tail keywords are becoming increasingly more important too because of their high conversion rate and the fact that almost half of the searches on Google are local. Increases in voice search queries are also longer and more conversationally driven, so making use of conversational content would also be a good thing to be mindful of. A good source of long-tail keywords is Google suggestions and it’s variations.  

In general, the trends are shifting more from industry relevant SEO to consumer centric SEO and will come to benefit the best user experiences and most relevant information. Make small incremental changes to your SEO management and develop process plans that lay out an efficient system. No need to tear down the old process, but rather shift the balance in where you spend your time making updates and changes. 

Rebrands are required to constantly evolve in order to keep up with the times. There can be many motivating factors that lead a brand to evolve such as social influences, current trends, adapting with technology, or simply just becoming too outdated over time. Great brands understand that it is important to balance the company’s core identity with the customers’ wants and needs. This is particularly difficult because a consumer is constantly having conscious and subconscious reactions when experiencing your brand. However, in terms of changes the brand needs to make, you don’t even always need a complete overhaul, but rather a modification or update. These are called brand-extensions, and this is what most large companies will do over time to preserve the essence of what they have represented in the past, while keeping up with the times.

Starbucks Rebrands Example

For example, in 1994, Starbucks decided to begin selling their Frappuccinos in other stores such as convenient stores and grocery stores. This rebrands move would quickly become a good example of a positive brand stretch because Starbucks began competing in a market outside of its own walls. They did this to reach a larger audience and prove to the market that it can create the best tasting product anywhere, not just in their physical locations. See Starbucks Website

Starbucks Rebrands and adds frappuccinos to grocery store shelves

Typically when companies do something like this, they run the risk of diluting their brand. If you expand to a new market and aren’t the top dog there, it hurts your companies reputation in every market that it currently exists in. On the other hand, not growing at all is the negative outcome on the other side of the spectrum because you can never be too stagnant in an economy that’s constantly growing and evolving.

Whether you realize it or not, there are different preconceived standards for companies based on their size and niche in the market. In general, smaller companies are thought of as having more conscientious, environmentally friendly, and humanitarian brands. While this seems like a disadvantage to the big players, I can assure you there is no need to worry on their behalf. They have the advantage of more revenue, which allows you to do things that smaller companies cannot. For example, Starbucks had the resources to offer more benefits for its employees or run more advertisements than a local coffee shop could ever do. Let’s not forget that consumers aren’t the only ones to focus on when building a brand, because how employees are treated play a large role in the public perception of the company too. Starbucks gained a lot of positive reputation when they pivoted on this point and created a culture and environment that’s better for their employees.

The lesson to be learned from this is that we should strive to view brands more dynamically, as if it is a living part of the company; constantly evolving with the culture and growing with your values. While striving for this is important “Research suggests that what we think of as free will is largely an illusion: much of the time, we are simply operating on automatic pilot, and the way we think and act – and how well we think and act on the spur of the moment – are a lot more susceptible to outside influences than we realize.” (Malcolm Gladwell, Blink: The Power of Thinking Without Thinking). In short, whether you actively think about brand or not, your brain is always creating preconceptions about what you view and hear about a brand regardless. Now let’s now go through some of the more recent rebrands to dissect why certain decisions were made and infer what it means for everybody moving forward. See More

"Every business decision is not just based on what I can put in an Excel sheet. You have to be able to have a relationship. You have to be able to connect with people at a human level."
Andrew Curtis, Owner and President, Fuel VM

Business success is tied to relationships. How we treat others. How much we care about what matters to customers and clients. Andrew shares his list of three beliefs being relentless about believing in people and that passion drives business success. Listen to the video or read the transcript below.

You know, if you want to think about business success, you can look at it just simply through the lens of wins, plus opportunities minus losses. But, how do we do that? How do we get real intentional with it? And I got a few ideas.

So, number one, always start from a place of optimism. I have this obnoxious habit. If somebody asks me the innocuous question, how are you today? I always say, I'm glorious. It's so annoying. And I love it. People eat it up and it's genuine. It is not that I've just trained myself to, you know, shout it like I'm a cheerleader. I genuinely believe it. And people feed off of that energy and that's very real and it's visceral and it's so wonderful because I can see how people can feed off of that. Use that, you know, out in your world, in your life. You've got to create relationships face to face. And again, with the biggest asterisk, understanding what the business world looks like right now, but I'm a Gen Xer. I'll let the millennials and the boomers kind of fight out cultural wars. But for me, it's really about how do you get face to face and, and by face to face, I realized that that means very many different things at this point, but that's how you build those relationships.

And what's been fascinating about watching what's happening in the business world is the inability to communicate. Even though I can see your face, you know, in, in a Zoom screen, the body language, the subtle nuance, the ability to just be present with somebody else, you can't replace that. So, go be a barbarian, you know, eventually share a meal, eventually be able to share coffee, you know, eventually be able to sit across the table with somebody, even if it's six feet apart, that's fine. But that's the only way you're going to build a real relationship. When you're trying to create a relationship with somebody lean into their needs, just for a second, stop trying to sell your crap.

It is so obnoxious. You know what? If you want people to gravitate toward you, find a way to help them. Actually take the time to care about what they're trying to accomplish, because the weirdest thing will happen...They will reciprocate. In human behavior, it's fascinating...If you go offer to buy somebody lunch, the first thing they'll do is was like, 'Hey, well, I'll get it next time.' That's so cool because there's going to be a next time. You know, the ability to just simply realize that there is now a relationship. So now there's a second version of this, but that's human nature. If I give you something, the ability to want to reciprocate is very human. So if you really want the business world, or if you want your personal life, in many ways, you know, reach out, help other people.

And there's a much better chance that that's going to come back to you. Help people find jobs or job leads or create connections FOR NOTHING. Just find a way to help other people. I do this really weird thing. People will send me a resume and say, 'Hey, I'm looking for a job.' You know what I do? Actually try. It is so not difficult to make introductions. You know, there's a currency of making introductions. That's not a recommendation. So just calm down. I'm not saying that everybody's gonna believe that you're saying everybody in the world is great, but there's a currency to just making those connections.

Next on the list is appreciate that your circumstances are gonna change someday. You know, look, I started out in business. I was the young guy. Now, I've had some success and I've had an ability to impact other people that gives me the chance to have a bigger network, but I still have young people that come to me and my hairdresser's nephew might send me a resume.

Well, that person may not impact my business world, but I want to make time and be intentional and purposeful about creating some sort of relationship and touch with them because situations may change. You don't know. Be selfless right now because someday you may need to be selfish. So, how this all kind of happens is I talk about the idea of cultivating alphas. You know, people in your world that are advocates for you. And the thing is, is that you don't know who those people are when you run across them in your life. You won't realize that that payoff happens for years down the road. I love telling this story because one of the great business and personal relationships I have in my life started because I just happen to overhear somebody talk about ABC sports. And I thought, well, I want to be in sports marketing.

So I invited him out to lunch and we go to a Pizza Hut buffet. It's Pizza Hut. But what ends up happening is over the course of years, we've poured into each other's lives and our business lives and over many, many dollars of business influence and helping each other. It's been this truly mutual relationship. And it all started over Pizza Hut. We had no idea what we were getting into that day, but it was because it was an intentional act I wanted to grow, and I'm always, always in the process of trying to have coffee and to just reach out. And, you don't know who the ones are in your life that are going to really make that impact. So, as long as you're intentional and you do it with, you know, 500 people over the course of your, you know, year or career, whatever that is, you're going to get the one you're going to get the one diamond, you know, relationship that's going to really lock into place.

And again, don't worry about whether that person is an alpha or not. You're not going to be able to know that upfront because, again, their situation is going to change, but it really comes down to human beings. You know, I've used the example all the time.... Every business decision is not just based on what I can put in an Excel sheet. You have to be able to have a relationship. You have to be able to connect with people at a human level. And if you do that, your odds of being successful are so much higher. So, to me, the whole point is just be intentional. You know, this has to become part of your DNA and not even so much about your personality profile and whether you're comfortable or not, but then it just becomes intentional in your relationships because I'm so hopelessly optimistic about just being hopelessly and recklessly, trusting in people and that the wins so far outweigh the losses.

Andrew Curtis, owner and president of Fuel VM in Indiana. FUEL VM, a digital strategy and marketing agency, connects you with YOUR customers to drive business GROWTH. Ready to elevate your business strategy? Let's talk. 

"I care more about relationships than I do necessarily the business because I also realize handling the relationships IS the business."
Andrew Curtis, Owner and President, Fuel VM

Building relationships at the heart of how we do business at Fuel VM. Andrew explains how failed business deal made him more focused on the value of client relationships. Watch the video or read the transcript below.

I have to get emotionally involved with people in my business world. Like they are friends because that's going to motivate me and my team to do better work.

The flip side of this is that I had a situation go badly, a business transaction and relationship went bad. I got screwed hard, like freight train-style screwed. And it was just very painful. I poured into this relationship and the situation just went South horribly trainwreck, bad in every dimension that you can possibly think of. I really thought that I could overcome some of the business core competency, skill deficiencies, and be able to, to kind of rise above it and be that trusted advisor. I was wrong. The first thing is really just, you know, you got to internalize that and go, 'Hey, what mistakes did I make? What did I miss? What do I need to change? What do I need to evolve?' Because you're not always sure exactly what's going to happen in any business relationship. And in this particular case, it just, it stung and it hurt. And it was very personal because that dissolved.

And, the problem wasn't that I lost a business or an account or anything like that, I genuinely felt like I lost a friend, and that hurt far worse thing to do with dollars and cents. But the biggest thing was to be able to take a breath. And I looked around at all the people who were angry for me and I got really angry, but that went away very quickly. That dissolved very quickly. And what was interesting was being able to kind of look around at everybody else's reaction to the situation. It had a very human element to it, of, of anger and revenge and justice. And I just went someplace very different mentally.

So when all this went down, I started thinking back to a project that in college, and we had to pick a famous quote and I will never forget this as Frederick Nietzsche quote. And it was, "Distrust those in whom the impulse to punish is powerful." And, that kept ringing in my head because I would have people around in the situation, like, 'What? You don't you want to sue?' 'Aren't you angry?' 'Won't you go get 'em?' You know, that kind of thing. And it was funny. I just let all that melt away and dissolve very quickly because that negativity wasn't going to help. I felt very beat up about losing that relationship far more than I did anything to do in the business. You know, being able to not let that impact what happens going forward has to be the point of all of this. This is intentional. I'm going to pour into people. It is really annoying thing. I dig people. I always want to be around people. I care more about relationships than I do necessarily the business because I also realize handling the relationships is the business.

As soon as you don't, as soon as you don't have that balance, you've missed the point. And to be honest, I'm not going to stop it. It's so Pollyanna, and it's so naive, and I totally get that. And I just don't care. You know, the, the ability to simply say, I'm going to pour into people, I'm going to pour into relationships has to supersede everything else that we're doing in the world. It has become, I hope part of our DNA. Anybody who has a chance to really kind of sit down and engage with me and the questions that I ask, even though we have work to do, there's robotic checklists, and project management and blah, blah, blah, blah....understood. But, but when it gets down to it, I have to be able to look somebody in the eye and say, 'Hey, I'm going to solve your problem.

I'm going to make you save you money.' You know, if we want to get real crass about it, but that, that has to be a part of it. And that that's what helps motivate me and hopefully motivates my team. And that that's just become part of our DNA. There no separation anymore about trying to anticipate needs and trying to serve as clients much more so than, 'Hey, did you see this cool logo we did?' Well. Yeah, that's great and all, but I want to be able to work with somebody two years from now. Not just right now.

Andrew Curtis, owner and president of Fuel VM in Indiana. FUEL VM, a digital strategy and marketing agency, connects you with YOUR customers to drive business GROWTH. Ready to elevate your business strategy? Let's talk. 

I think my superpower is making friends of clients." 
Andrew Curtis, owner Fuel VM

I want you to recklessly hopelessly believe in other people. My business model fundamentally changed as soon as I realized if I just poured into my clients and sat side-by-side and step-by-step with them over the course of time instead of just giving them projects. Guess what?! It was better for all of us! What this meant is that I didn’t have any clients, instead, I actually developed everybody into friends.

Check out the first of my three-part chat about relationships and the value of personal connections to maximize how you do business. Listen or read the transcript below.

Andrew: My name is Andrew Curtis. I own a creative agency called Fuel VM. But I'm not here to talk about my company today. This is really about a personal situation and how it evolved.

I live by the axiom to recklessly, hopelessly trust in other people. So again, today isn't about my company. Today's really about talking about relationships. But I got to talk about my company real quick.  I own a digital brand marketing company and we really shifted our business focus to be about retained relationships rather than just doing projects. What we really did was realize, hey, we're, we're so much more powerful if we stay on with clients rather than just giving them a race car, hey, we would help them drive it. And that was what really shifted and changed how deeply we could get into relationships with people.

To me, the whole point was, yes, the length of the relationship helped, but just having a human connection, you know, really understanding, um, and I talk about this all the time. I think my superpower is making friends of clients. And I cannot separate those things. It's just what happens. And it's not intentional, but that's just, how it evolves.

I have to get emotionally involved with people in my business world like they are friends, because that's going to motivate me and my team to do better work. Nine times out of 10 what happens is it's a much better relationship because there's a level of trust there. There's give and take instead of just thinking about it as hey, here's my order, and here we're going to support our order. That's ridiculous. You got to have a relationship. You have to have trust two ways to be able to get to the best product and the best solutions and the best results.

Fast service doesn't always earn you the top spot on a customer's VIP list. With endless content running on social media, TV, radio and, Internet searches, consumers are experts in discerning real from fake. Authenticity - a personal touch - is the top strategy that keeps customers loyal to your brand.

Authenticity is king
In a Stackla study, 1,590 consumers were surveyed, and 90 percent said authenticity is important when deciding which brands they like and support. Sixty-seven percent said it was important for brands to provide personalized experiences.

Authenticity is about truth, integrity, passion and purpose. It should be the foundation for any strategy to connect with your customers. This action is more than a mission statement. It is an action plan for how you want customers to see YOU and your product or services. Of course, a great deal is still important, but today’s customers want to know what you value and how those beliefs are woven in the fabric of your organization.

Use your story to connect with customers
One of the first steps in authenticity is storytelling. How does your service or product impact customers directly? What problems does it solve? What is the passion driving your team each day to give 100 percent to customer service? Don’t be afraid to get personal. It’s a story that you own and separates your business from competitors. The authenticity will shine through because the message is focused on your “why.”

Make it easy for customers to engage
Some of the most popular brands not only personalize their messaging but engage with customers. Social media platforms and email campaigns offer opportunities to connect with customers about their personal experiences with your business.

That VIP customer experience also includes the tools available to respond to questions. Is it easy to access your team in the office, after hours, or on social media? Remember, customers want a fast response, millennials in particular. Thanks to online shopping giants like Amazon and Zappos with rapid, personalized response systems, customers expect the same level of communication from all businesses. Research from McKinsey & Co reports 25 percent of customers will move on from a company after one bad experience.

Whether you choose to receive responses by email or phone or both, be sure messages are checked daily to ensure customer questions are addressed promptly. That also includes social media and Google reviews.

Ready to elevate your brand? Schedule a meeting with Fuel VM to discuss our approach to customer engagement.


Let’s talk over a cup of coffee or the phone, but get started today.

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