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Branding Through ‘Moral Static’ Is Difficult—But It Can Be Done

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When Ozempic was first becoming a household name last year, the public discourse around semaglutide took on a predictable pattern. First there was concern about its safety, then skepticism of its effectiveness, and finally the question of its morality. Was it immoral for obese people to "cheat" using semaglutide to shed extra weight? When every...

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