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A reader sent me the following comment, which is fair and reasonable:

“I would pass your blog links around a lot more if they didn’t have the word damn in the URL. What about mirroring the blog on a second URL like ‘dang I wish’? Seems like it would be pretty easy to get up WordPress to publish to both.”

It was a silly decision in 2001 to use a curse word when I started this blog in 2001 (as an email newsletter). But it worked — people noticed it, liked it, and now 12,000 people subscribe to the newsletter.

Branding Lesson #1: Every business should remain true to its brand. Pick something, stick with it, and work hard to make it great. Consistency is what builds a strong brand.

Branding Lesson #2: Don’t try to be all things to all people. You just can’t make everyone happy. You end up with bland mush.

Related: Don’t screw up the french fries.

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