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True Grist.

'Make sure you don't do anything to damage the Gristmill brand!' Wayne Hope said to me on my first day directing The Librarians. He was, of course, joking. Like me, Wayne had noticed how, these days, anyone and anything can be referred to as a brand. Justin Beiber, the swine flu, the concept of shame - brands, all of them, fighting for awareness in an overcrowded marketplace.


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