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Theranos Sought Marketing Advice on the Company’s Brand

As Elizabeth Holmes’s testimony continued into the late afternoon, she discussed advice the company sought from a well-known marketing firm. Ms. Holmes said they worked with Los Angeles-based TBWA\Chiat\Day about how to brand the company. “They recommended we try and simplify what we were doing,” she said. One marketing concern, she said, was how to keep the Theranos brand strong even when they were inside Walgreens pharmacies. Ms. Holmes testified that the ad agency told her a lot of companie

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