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Whenever Dave Cupples wins an award (which is not infrequent), he takes the stage with his trusted ape mascot in hand and tells jokes. Say what you will about monkeys-as-advertising-gags; they work. For Cupples, founder of Apeshop and all-around marketing wiz, it's about being memorable. "I’ve leveraged each buzz-building exploit to set up the next," he says. And what a tall staircase he has ascended in 28 years.