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Split personalilty

If you want people to talk about your stuff, then you need to pick one thing to be.

Answer this:  "It is the ______."
Not: "It is _____ AND ____"

A brand can’t be two things. You have to be the one.

Prius is Hybrid.
Camry is a family car, and also (sometimes) a hybrid.
Accord is a family car, and also (sometimes) a hybrid.

Prius wins. It will always by the one true hybrid.

Read these Al Ries classics (in this order): The 22 Immutable Laws of Branding, Positioning, and Focus

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