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I didn't really like this essay that much. I found it to be boring. All she really talks about is how you need to get your companies name out to the public to be successful. This is a true statement, considering how many different companies produce identical products. I found it interesting that companies don't associate their name with a product. They focus more on associating the name with a way of life. The owner of Diesel Jeans told a magazine, "We don't sell a product, we sell a style of life." Now that sounds way more convincing then our jeans are the best.