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From the beginning Ted has had a very clear, unswerving, focus on quality, attention to detail, and a quirky sense of humour. In fact, the first Ted Baker stores used to provide a laundry service for every shirt purchased--something that gained the quickly growing brand the title of "No Ordinary Designer Label." Everything produced under the Ted Baker name has his personality woven into its very heart. As you would expect from Ted, the approach to marketing the brand remains the same as it was from day one, primarily by word of mouth and out-of-the-ordinary marketing. What other brand would give away Paxo stuffing at Christmas, a can of chocolate bunny hotpot for Easter, or even special World-Cup 2006 football cards? Ted Baker remains one of the only brands to be built into an international designer label without an advertising campaign. Ted Baker is "the best kept secret in the industry."