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Pushing the ‘brand’ too far

The Dec. 18 article “UO’s retail revision” suggests a tone-deaf University of Oregon Athletic Department that has come to believe its own hype…. Joe Giansante’s bloated, mercenary vision of the university. He trills that “Oregon is a national brand. Serving fans around the world is our business.” No. His business is educating college students…. Surely there is a more serious person for Giansante’s position, someone who understands that without the university as an educational institution,…

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