Ed Orozco

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(If you were a language purist or work for the U.S. Trademark Department, you would call brand names “proper adjectives,” as in “Mercedes-Benz cars.” But most people use brand names as nouns. They will say, “I drive a Mercedes,” not “I drive a Mercedes car.”)
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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