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When a name can make or break a brand.

Nestor Bailly, PSFK
Nestor Bailly, PSFK on November 1, 2011. @NKBailly

Bad news: a skyscraping apartment block is being built near my home. Worse news: judging by the computer rendering on the developers’ hoarding, it will be indistinguishable from thousands of instantly forgettable new buildings all over the world. Even worse news: its name is Avant-garde Tower.

The New York Times

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Nestor is PSFK's Social Editor and a regular contributor to the site. He loves Dogecoin: DSKhS56K6tr8LoAVDAuFrVmUrRUWrBESMy and Bitcoin is alright too: 15GphCZLBpMucEUzN3p5mhkAabzURfF6rS

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