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On the Internet, you should start the brand-building process by forgetting everything you have learned in the past and asking yourself these two questions: What works on the Internet? What doesn’t work on the Internet? Hopefully these laws will provide the answers you need to build a powerful Internet brand. The material is not based on strategies that have worked in other media. Rather, it is based on our experience with developing strategies for dozens of Internet start-ups. What worked and what didn’t work. Which leads to the first and most crucial decision you must make: For my product or
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