BEHIND THE STRATEGY

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Diesel jeans' ad motto, "Recipe for successful living," could be the mantra for Johan Lindeberg, the Italian sportswear company's international marketing director. The untraditional Mr. Lindeberg, 37, is the architect of Diesel's equally untraditional $17.5 million ad strategy that blazed a trail in Germany, Italy, the Netherlands and Scandinavia. Mr. Lindeberg's next task is to take Diesel's counter-culture personality to the U.S. and other major European markets.
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