ATF was an idea formed out of nothing, for arbitness had no beginning or no end. A form of protest against the mundane by Dangerous Minds undergoing equally Dangerous Liasions. It was the greatest example of Brand Building, self sustaining, unrestricted, all encompassing.
And yet, like all great brands, it was usurped by the 'me-too's of the world. And each one of them claimed to be the original or even better than the original. The conceptualizers made an attempt to re-build the brand, but the damage was done. With the loss in exclusivity, ATF slowly lost its significance. And suddenly no one bothered anymore.
Great Brands... they often die a nameless death.
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