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everyone fought over for a long time was to be the ”tomato-iest.” Then one day Heinz came along claiming it was the “slowest,” and sales went up—and stayed up. You can also try creating a whole new adjective that alters the playing field in your favor. (Axe cologne’s “Bom Chicka Wah Wah” comes to mind.) The right adjective, the answer, will come out of the product. Or from your customers. Ask them. They know the answer. Find an adjective and stick to it. But it’s the sticking to it that so many brands

lawyer avocat marron : hedge lawyer avoine : oats avoir : have, have got avoir besoin : need, require avons : have avortement : abortion avorter : abort, miscarry avorteur : abortionist avorton : scalawag avouer : admit, confess, profess avril : April axe : axis, axle axiome : axiom ayant : having French−english Dictionary 224 French−english (dictionnaire) ayez : have ayons : let us have azimut : azimuth azote : nitrogen azur : sky blue azuré : azure, sky blue Babel : Babel, Babylon babeurre