It’s thirty years now since I first went to Saudi Arabia
Moreover, it needed to differentiate the product not only from competitors but from the rest of Canon. The solution was a sub-brand, the Rebel, with a distinct brand personality: independent (even a bit wild and off-the-wall), forceful, and colorful. Tennis player Andre Agassi, who captured the personality of the Rebel, was chosen as an endorser. ................
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