Battlecry: Winning the battle for the mind with a slogan that kills.

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Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. Why do most Americans remember the battlecry of the French Revolution (Libert�, �galit�, fraternit�) when they cannot remember the battlecry of the American Revolution? Because the sounds of the words "Libert�, �galit�, fraternit�" rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to "rhyme," there are four other ...

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