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After a slow buildup, people become convinced that they have known about the brand forever.

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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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