Like any branding - its about marketing and the ability to be memorable. Its unfortunate that most of us are terrible at making impressions. The good news is that there is a simple recipe which you can use to improve. I simply cant recommend the book Made To Stick by Chip and Dan Heath enough. You gotta read the whole book to get the whole picture - or at least start reading their columns in Fast Company. These two brothers provide some simple guidelines that can be remembered by the acronym ...
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