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It may be necessary to change our brand, catch phrases, strategy, design, etc. once in awhile. It may give us competitive advantages. But a change that demands the change of the SOUL of who we're doesn't deserve to be entertained.

Assegid Habtewold
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Sound bytes. Catch phrases. Sales pitches. Words. All lexical legitimizing. ‘A rose by any other name…’ he said. In the end it’s all propaganda.

J.A. Willoughby, The Promised Land
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