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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand, by Al Ries

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If the market is moving out from under you, stay where you are and launch a second brand. If it’s not, stay where you are and continue building your brand.
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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
by Al Ries
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