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    How Did I Miss That? Lassie’s Back; $38 Million Ferrari

    A comeback is in the works for a canine star from 1938. The New York Times calculated that date would make Lassie’s career span 532 dog years. Still, Lassie retains an 83 percent brand awareness, with the most common associations being “loyal” and “hero” and “heartwarming.” “Run that dog for Congress!” exclaimed my cousin Ray Sixkiller. “She’s got a better reputation, she’s harder-working and she’s smarter.”



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