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brand identity

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    Naming & Sound Entry #0562

    The reason a name is tested against mispronunciation

    A name is spoken more often than it is read. Each mispronunciation creates a variant that competes with the original, and some variants win.

    Adept
    The hidden part #0562

    A name’s real form is its most common mispronunciation. Testing for mispronunciation is testing which version will actually circulate.

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    Scent Marketing Entry #1070

    The reason a chain uses one aroma across every location

    A consistent scent binds every branch into one remembered experience, so the nose finds the brand before the eyes find the sign.

    Master
    The hidden part #1070

    The logo says same brand — the scent says same feeling, and the feeling is what the guest is actually buying.

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