10 companies using Detroit as a brand

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Sometimes Detroit seems more like a concept than a city. To people the world over, the name elicits ideas of grit, authenticity, Old America, and street cred. Increasingly, companies have latched on to Detroit — as a brand, concept, or feeling — to sell their products. Here’s a look at companies bottling and selling the idea of “Detroit” — often at a price most Detroiters can’t afford.