One of the most compelling examples today of a brand knowing what its customers want and how to give it to them is the mega Broadway hit Hamilton. The Tony-award winning musical that sets the story of Alexander Hamilton to rap and hip-hop has the problem every brand would love to have: demand for the show is far outpacing the number of tickets it can supply. Performances are sold out for months, putting ticket prices at a premium. In most cases, this would leave massive numbers of....

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