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BRANDING IS NOT BRAGGING

“In order to be irreplaceable one must always be different.”

—COCO CHANEL

IT’S NO COINCIDENCE THAT I find Lyss Stern, forty-two, chilling in the “relaxation room” at the Elizabeth Arden Red Door Spa on Fifth Avenue in New York City. She had posted on Instagram a few hours earlier that she was taking a midweek “mommy time-out” and getting pampered. Swaddled in a fluffy white robe, with her dark mane piled into a messy chic bun on the top of her head, Lyss was working. She assured me that, seriously, she really was working. For Lyss, posting on Instagram is part of her work—it’s promoting her brand and driving her lucrative ...

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