The Fight In between Logo designs and Logotypes

The Fight In between Logo designs and Logotypes

But with so many modernizations and fresher developments today, the use logo designs has also faced a variety of transformations; one which is the development of logotypes. Logotypes are also known as “words notes” which integrates the brand or the company name to a inimitably made kind of font style. These logotypes exist in thousands of various font style designs and dimensions. Logotype experts regard manuscript font styles as something that conveys elegance and formality; while thick font styles recommend authority and vitality. However these logotypes exist to the marketplace, they certain have a great way of production the brand name or company remembered by individuals. It’s also because of this that most companies have opted to use logotypes rather than ordinary logo designs which just show emblems or renowned and abstract representations of brand names Kingw88

When you’re taking a trip in another nation that don’t talk the same language as you do, such as Japan for circumstances, you instantly acknowledge that the green siren stands for Starbucks also the lack of words “Starbucks”; or you acknowledge the swirl to be a depiction of Nike brand name also without words “Nike”. For this same factor, logo design experts have stressed out the importance of logo designs in communicating a brand instead compared to simply designing the brand in some attractive font style design.

In current times, many experts debate on whether logo designs have totally surrendered to logotypes as most brand names prefer logotypes over logo designs in this modern age. However, many still think that logo designs are the keystones of picture uniqueness. Therefore the question remains: which of both is more effective for brand name acknowledgment?

Although both have diversities in their own right, it’s indisputable that both have comparable functions in assisting advertise a brand name or a business no matter of what font styles, signs or representations are used. The profits would certainly constantly map back to how a specific brand had the ability to penetrate people’s lives and make their trust; because no matter of how they present their items, company and brand name aesthetically, individuals will constantly acknowledge those that have touched and made a unique impact in their lives.

6 Valuable Marketing Lessons I Learned at Eastman Kodak

A lot is discussed expanding brand names and companies to new degrees of success by CMO’s. Remarkably, little is discussed how to manage a brand name when a business and its services and products remain in decrease. Such held true when I managed corporate and customer marketing for Eastman Kodak as their global VP. I clearly remember a phone call from the Head of state of the company (over the Xmas holidays), informing me to start prep work for the Phase 11 statements and interactions to a variety of stakeholders – financiers, customers, present workers, and so on. At the same time, I learned 6 valuable lessons about managing marketing in a company decrease. Paradoxically, these lessons can be used to companies that are expanding and vibrant. Here they are Kingw88

Don’t anticipate a contact us to be a leader. Simply act and do. Lead the change you want to have occur.

Wayne Gretzky once said, “You miss out on 100% of the shots you do not take.” Step up with your individual management and the management of your group and begin determining and functioning the problems without someone asking you to do it. This is marketing’s opportunity to shine. Take it!

Know the limits of your brand name. In the church of your brand name, not everybody is mosting likely to be a participant!

Know when to release unprofitable customers. If you attempt to please everybody, you’ll end up pleasing no one. This puts on all stakeholders – customers and workers alike. Therefore, know the limits of your company and its brand name. A lesson to thriving companies is production certain the basics of a brand name are strong before you begin building after it. Inform your unique tale, worth proposal, and remain in control of it versus allowing everyone else specify that you’re.

You learnt more about when to hold ’em, know when to fold ’em.

To obtain an expression from Kenny Rogers in the tune, The Bettor, you need to know what marketing tasks to defend and win, and what you need to allow go. Marketing leaders cannot win every fight, so there needs to be risk evaluation to decide when you need to cut individuals, programs, suppliers, and so on.

Know the distinction and time for brand name building and connection.

Among the points we did right away, at Kodak, was to write connection letters and make telephone call to tactical customers, media, and so on. Additionally, we established the Kodak Changes website, a one-stop resource of information and information for Kodak in Phase 11 that was live the same day we submitted.

Learning how deconstruct marketing functions and invest is as important as building marketing invest.

Not very fun; however, what I learned is this-if you take a zero-based approach to marketing invest and have great metrics, you’ll quickly determine what sources you should maintain, dispose of, or contract out.

Marketing range obtains very granular – income, costs, intros, tactical account management,and so on.

Consider it. How a lot time does your group invest chasing after the next glossy new marketing item vs. concentrating on the basics of marketing? Perhaps not as attractive as your next Twitter and google promo or gamification program your group desires to run. But so what?! The basics of marketing and the requirements to win in the marketplace work very well. Do the basics extremely well before you “experiment” with the new marketing methods.

While the experience for me was draining pipes, literally and mentally (I was also travelling in between my home in San Diego, CA and Rochester, NY), it was also a fantastic profession experience. Why? It was a great experience because I learned these 6 valuable lessons about managing marketing in a company decrease. And these lessons will offer me and others which take these challenging lessons and use them in development companies

Outside Business Branding

In today’s hectic globe, interactions take many forms, from the orbiting satellites that we never ever see, sending out vast quantities of information backward and forward. To the continuous mobile phone, iPads and various other digital devices we see and use daily. With all the digital developments of mod­em guy, the written words and signs used as indications are still among the earliest forms of outside business branding advertising or aesthetic interaction Kingw88

Many centuries back, also this simple form of interaction as advertising on public structures where not used commonly. The local city churches and meeting houses were determined by the form, or design of the building. When you saw the spiral top, you understood it was a church; it didn’t need to be determined because of this. You constantly understood where the entryways and departures were. They were easily located and acquainted to all. So no signs was had to find your way about.. Craftsmen’s stores, such as the steel smith, were iden­tified by a sign of their trade; such as an equine footwear or anvil. Minority merchant indications interacted simple messages, you see them in the old westerns, “Tavern” was a prominent message or “Resort”, they were constantly common in nature, perhaps mentioning the name of the community.

However, as culture became progressively complex, and 2 or 3 saloons would certainly contend to stand apart from the group. For entrepreneur common slogans could no much longer provide the amount of information needed to assist them draw in attention and potential customers.. In an effort to satisfy the need, indications started multiplying, often producing a type of aesthetic pollution, and an eye aching.

Currently as time progresses, we start to see city coordinators, developers, architects, developers, and shopping center proprietors, a way to control the aesthetic mayhem with total sign­ing systems. An efficient signs and video system functions not as a different entity but as an essential component of its environment. Care­fully planned indications communicate essential information while also improving the building environment. Video through painted murals, flags, and banners, changing right into the aesthetic electronic video we see at ballparks or driving down the highway. The electronic aspect of signs can prolong the esthetic range of the sign system, by including color, movement, and vigor.

In a location of signs and visuals design that’s constantly expanding and changing quickly, there’s a have to provide standards where none currently exists. Standards and sign techniques need to be effective, yet should also be adequately versatile to be appropriate to any project. Sign Design isn’t art, neither is it science; it involves aspects of both. Designs should be an efficient mixing of innovative intui­tion, rational evaluation based upon previous facts and experiences, and technological knowhow. The outcome of this synthesis can be signs and video programs that com­municate efficiently while improving your overall business-branding environment.

In a location of design, which is expanding and changing quickly, there’s a have to provide standards where none currently exists. The intent is to develop the standards through a procedure and techniques which have been found to be effective, and which are adequately versatile to be appropriate to any project. Design isn’t art, neither is it science; it involves aspects of both. Design should be an efficient mixing of innovative intui­tion, rational evaluation, and technological knowhow. The outcome of this synthesis can be outside indications and video programs that com­municate efficiently while improving the building environment.

The Power of Co-Branding

Companies can use co-branding as a leveraging strategy over their competitors. Kevin Keller, writer of Tactical Branding Management, preserves that brand name equity is essentially determined by the brand name knowledge produced in consumers’ minds by the sustaining marketing program Kingw88

Here is an instance of this approach. Seeing our last child finish from secondary school and progress to university, my spouse and I have the ability to own something various other compared to a minivan. Presently, I own an Infiniti I30t to work on my commute. Although it has more than 100,000 miles, the vehicle runs such as a high-end cars. Infiniti is a high-end department of the Japanese car manufacturer Nissan. Nissan’s marketing strategy is to provide premium condition to its vehicles with luxury content and high efficiency. What is fascinating is this Infiniti brand name isn’t advertised within Japan. Provided this reality, brand name equity is critical.

Nissan is building from this facility. In truth, its business strategy is to target the luxury section in the Unified Specifies that would certainly not in shape with Nissan’s traditional brand name. In truth, the Japanese federal government enforced volunteer export restrictions for the Unified Specifies markets so that it’s more lucrative to export cars abroad. Therefore, Nissan is building its below branding through the premium Infiniti brand name.

What Nissan is trying to do with Nissan Premium Manufacturing facility brand name is very risky. The company is trying to move its success in its luxury brand name of Infiniti to the Japanese society with ‘Nissan Premium Manufacturing facility.’ However, various other carmakers are not trying to replicate Nissan’s luxury brand name relocate Japan. What operates in one society may fail in another. Ralph Hanson, business author, keeps in mind that rival Toyota is having a hard time to advertise its Lexus luxury brand name in Japan. Keller further specifies it’s important to utilize a blend of various interaction options, each having fun a specific role in building or preserving brand name equity. Thankfully, Nissan has no plan of extending this new brand name to beyond the nation. Having actually the right brand name strategy is important, particularly throughout societies.

It is quite fascinating how a single person can be attracted to one brand name while it’s a turnoff to another individual. Keller further argues that customers may form a psychological organization from a particular brand name to another entity or all organizations by production a link in between the brand name and another entity. Lisa Timber, brand name management scientist, explains that there’s a differential effect of brand name knowledge on customer reaction to the marketing of a brand name. Perhaps international brand names have a psychological link with reliability and quality. Finally, co-branding involves a harmony that must be tactically developed.

Measuring the ROI of Marketing Items

Have you ever considered measuring the ROI of Marketing Items Kingw88

As a contemporary online marketing professional, we are trained to question & measure the return on all marketing tasks. I was recently asked by a other online marketing professional how would certainly I measure or rate marketing items versus various other forms of marketing methods?

It was a reasonable question but it surprised me nevertheless, so I decided to develop an speculative marketing marketing project while bringing the focus to ROI.

For this project, let’s say you want to measure the return on marketing products to be used as giveaways for an occasion.

ROI of Marketing Giveaways for Occasions

Let’s presume that the occasion is expected to receive 1000 individuals and from those you can reasonably estimate that 40% of the individuals are your targeted target market.

In various other words, you’re basically looking at operating a marketing marketing advocate 400 individuals at the cost of 1000 individuals, since you can’t find out which individual is your targeted target market by simply looking at them.

Cost-Benefit Evaluation

A prominent occasion marketing giveaway, such as a customized keychain typically costs under $1 each item. You’ll need 1000 keychains for all the individuals in this particular project. So, your total approximated cost for this project would certainly be $1000 (1000 keychains @ approximately $1 each + configuration costs).

In various other words, your direct cost of marketing marketing project would certainly be: $1000 each 400 individuals or $2.5 each individual (as you’ll wind up squandering the remaining $600 well worth of giveaways to the non-targeted audience)

The MATH behind the ROI of Get to

Inning accordance with a research study done by PPAI, an average marketing item maintained over a year is seen by at the very least 2.5 additional targeted target markets through their initial recipient. This is called as get to boosting, where your marketing item is subjected to other individuals deliberately or as a spin-off of use.

In various other words, if 400 individuals used their marketing items for over a year, they’ll subject your brand to 1000 more targeted target market. Simple talking, by spending $1000 you managed to subject your brand to at the very least 1400 targeted target market throughout a year.

Therefore, the Cost each Impression (CPI) is $0.71 each targeted target market.

Currently if you can simply consider your company conversion prices, it will give you a smart idea on the ROI of this particular project.


Context of Use

The efficiency of a marketing item can be greatly affected by the context where it’s used. For instance, a realty representative handing out marketing keychains to his prospective customers can see an also better ROI as there will be hardly any waste.

Brand name Vibration or Item Choice

It’s important to choose the right marketing item that connects with your brand name & messaging. Even if a marketing item is interesting, it does not imply it will always own home the intended message. You’ll need to find marketing items that resonate with your target market and carry your message through brand name organization.

For instance, a removaling company would certainly take advantage of handing out top quality measuring tapes, a repair company may take advantage of handing out top quality repair devices and so forth.

The perfect marketing item with the biggest ROI will undoubtedly be one that considers brand name messaging, costs restrictions and client rate of passion equally. For instance, our best-selling item house-shaped top quality keychains are incredibly effective for marketing marketing amongst real-estate representatives.

What The Personalized Chinese Food Boxes Can Do For Your Business

There are many Chinese dining establishments that makes use the custom boxes. They use these boxes for delivery and to also remove their special relatives. These Chinese food boxes, benefit product packaging food items. They keep the heat of the soups, noodles and various other items for an extended period of time. They are also used for presents and favors. Birthday celebrations, wedding events, baby showers and party favor items can exist to visitors in these boxes Kingw88

The Chinese society is typically abundant in nature. They are abundant in regards to shades and calligraphic designs. The Chinese food boxes also depict the same custom of the Chinese society in design as well as design. Looking at these boxes from a marketing viewpoint, they also very useful. If you own a dining establishment, production use properly designed Chinese food boxes can help to boast up the name of your dining establishment in the area. These boxes can be offered in all custom sizes and shapes. They can be enhanced, both in beauty and design by using numerous designs and publishing options.

We are all conversant with the Chinese food boxes, used for bring our favorite food items. Some of those items are springtime rolls, chow enjoyable and egg drop soup. Chinese dining establishments provides their appetisers, soups along with main course dishes in their traditional custom food boxes. Chinese food boxes are also gone along with with chopsticks, for the consumer’s benefits. They are designed to give your customers convenience, while they consume. It’s very easy to earn your dining establishment incredibly popular in the location. These boxes have the capacity to earn you accomplish that. Your restaurant’s name and logo design can be published on package. Most sometimes you see words such as “Thanks” or “Enjoy” on the remove boxes.

Sturdy Chinese food boxes benefit keeping your noodles and various other food items. They maintain them palatable for a significant time period. The form of these boxes also makes it practical for anyone to enjoy their tasty dishes. That’s why it’s important for you to pick a design or form your customers will value. You can make your Chinese dining establishment the best eat in and remove shop in the area. All you need to do is to obtain the custom Chinese food boxes. These boxes will look after the marketing aspect of your business very well. You can have the names of some of the special dishes in your dining establishment published on packages. This is an excellent marketing option that can change your business.

The custom Chinese food boxes are specially crafted by experts. So if you want some for your business, after that obtain someone that has the professional expertise to provide you with quality design. These boxes are very unique and useful. They offer great benefits not simply to the customers but also to the environment. They are made with recyclable products that are Environmentally friendly and easy to dispose.

Individuals are removaled by creativity and new developments. This is a chance to transform your business about. So, whenever you’re asking for for Chinese food boxes, choose the one that matches your item in regards to design and design.

The Left Is Still Attempting To Process How Donald Surpass Won

Not lengthy after Donald Surpass won the 2016 Governmental Political election a other think vessel kind was so dumbfounded that he specified to me; “Lance what everybody is attempting to process is how a political project based upon exists and dislike speech could succeed in one of the most advanced economic climate in background.” Of course, such a declaration per se shows simply how out-of-touch this gent truly is. You see, the exists and dislike speech actually originated from the various other side constantly calls the right “racists” and all kind of various other derogatory points and existing to the general public while their individual e-mails revealed how they truly really felt and what the left was truly up to Kingw88

You see, I reiterated this to my acquaintance and specified: I do not think momentarily that Donald Trump’s project was based upon ‘lies and dislike speech’ instead I kept in mind how the left-main-stream media tried to brand name him this way by taking his remarks from context or using unlimited innuendos and strawman disagreements – which just splits our populace along party lines. The left is great at calls individuals ‘racist’ and also on social media systems I cannot inform you how often times I’ve been called a racist on YouTube remarks, Twitter, LinkedIn, and various other conversation forums. In truth, I think that the left called individuals on the right ‘racist’ one too often times, which is why everybody obtained bent on vote versus them.

There isn’t anything racist about discussing Extreme Islam, unlawful unusual criminal offense, building a wall surface, or placing a left-wing persnickety hater in their place with a preference of their own medication – really they have it coming (meal it out, but can’t appear to take it). The left made fun of us, mocked us, and has continually called us names – they proceed to, after this political election is won.

The left chose not to pay attention to our disagreements on the right, they shouted us down, informed us we were liars, haters, racists, misogynistic, Islamaphobic, deplorable, bigots. Also still, the left will not quit. Certainly, perhaps you my reader is a politically left-leaning spirit, so perhaps you prefer to sling a bit of that terminology as well, it is all great, no real grievances here, but when you call Surpass something, you call everybody on the right that same point, because it isn’t about just Surpass, he top quality himself as component of a motion, that branding functioned, individuals really felt buy-in.

So, no, not everybody is attempting to process how Donald Surpass won, fifty percent people know exactly how and why he did. Moreover, the left folks that are in some way dumbfounded over this, were so busy paying attention to themselves and surrogates talk, they forgot to appearance outside and see what’s truly taking place, and how their hypocrisy obtained the best of them. Certain, that can occur and often does on the right too, but we won, and if individuals proceed to call us names – we’ll simply run the table and steamroller our program.

Individual Brand name: Produce Your Tale and Control Your Picture

Your individual brand name is your reputation: the impression you leave with individuals with which you communicate, their understanding of you. Your individual brand name reflects the mood and impact of the choices you’ve made in life and how you present on your own to the globe: setting of dress, interaction design, occupation, academic degree, worths and concerns, how and with which you interact socially Kingw88

Primarily for professional factors, it’s a wise idea to connect selected dots that you wish to highlight and produce a narrative that will communicate to prospective customers or companies, VIPs and associates that you bring worth and significance which professional or social associations with you’re beneficial.

Cannot proactively develop and advance an individual brand name that conveys integrity and proficiency and you risk being rejected numerous opportunities in life. Take control of the professional and social aspects of your individual brand name and do whatever feasible to produce a fate and tradition that have a favorable impact. Produce a tale that succinctly interacts your tale, or brand name narrative, to the globe. Parts of your brand name narrative will be consisted of in your curriculum vitae, biography, website, push set, LinkedIn and Twitter and google web pages. As you write your brand name narrative, bear in mind 3 attributes that form the columns of an outstanding individual brand name:


The self you present to the globe must reflect your expertise and experience, core worths and ideas. Have the guts to be your best self. Highlight the appropriate. Recognize your expertise and what you enjoy doing. Be caring. Pay it ahead. Maintain it real.


Individuals wish to know what to anticipate when they plan to communicate with someone. We trust that which is reliable and dependable. Satisfy or exceed customer assumptions. Maintain your promises. Monitor your choices, for eventually you will need to pleasantly decrease certain offers because they don’t appropriately reflect your brand name. As the late, great Diana Vreeland, previous editor-in-chief at both Harper’s Market and Style Publications once said, “Elegance is rejection.”


According to Ms. Vreeland’s well-known quote, decide to live your brand name which means you must learn how to say no. Your lifestyle: the organizations that you sign up with, social comrades, causes with which you align and ability that you advertise must all reflect your brand name and in shape within the narrative. Border on your own with individuals that respect and support your life choices and that don’t weaken your objectives and worths. Carefully manage your time and sources in manner ins which will unlock and invite your preferred future.

Generate the Customers: The Benefits of Private Tag Product packaging

Generate the Customers: The Benefits of Private Tag Product packaging

Every business knows item design is the key to an effective item. Attractive product packaging is equally important as the quality of the item. Sellers worldwide invest millions on testing interesting and colorful product packaging for their items. Whether its cosmetics, grocery store, or clinical, customers make split choices based upon the look of items Kingw88

With crowded markets and expanding competitors, sellers need a specific side. Engaging item product packaging gives your company a genuine benefit. But hanging out designing and testing several design variants can be expensive and lengthy, particularly versus the competitors of bigger name brand names or franchise business companies.

This is why it’s a wise choice for expanding companies. It conserves companies’ money and time by allowing another business design, manage, and disperse their items under the initial company’s brand name.

Business Thesaurus specifies a personal tag is a “brand name owned not by a producer or producer but by a seller or provider that obtains its products made by an agreement manufacturer under its own tag. Also called private brand name.”

Not just does this conserve sources, it can attract and keep more customers. Inning accordance with Package Design Publication, “Yearly sales of private-label items have increased by 40% in grocery stores and by 96% in medication chains, getting to greater than $100 billion in 2010.”

This kind of product packaging has another benefit: customers are quickly learning private tags coincide quality as bigger nationwide brand names. Unlike name brand names, these items do not need to put in huge bucks for advertising. The item can be cost a more attractive price point without compromising quality.

Significant stores such as Investor Joe’s and Entire Foods are providing more private tag items. An unexpected development is that customers are ending up being faithful brand name fans.

The Private Tag Produces Organization, PLMA, is a charitable team that arranges the industry’s biggest yearly private tag exhibition in Chicago, Amsterdam, and Shanghai. A 2011 study for PLMA found that 8 from 10 customers currently rate private tag as either “equal to” or “better compared to” nationwide brand names.

Some of the factors for this expanding approval are the Great Recession and the succeeding healing. Countless customers became more price conscious. For some, this was the very first time they ever bought a personal tag brand name. After years of routine use, shoppers have integrated these brand names right into their grocery store or aesthetic purchasing routine.

There are many companies providing solutions for a variety of markets. Cosmetics companies are a great prospect for this kind of product packaging. A personal tag cosmetics manufacturer can produce your line in small or large amounts depending upon your companies needs. You have the flexibility to choose the tones and personalize the product packaging. This is a wise choice for small beauty parlor and shops.

The food industry is another big follower. Inning accordance with a Nielsen record, “Private tag food brand names are a $90 billion business representing 17.4 percent of retail food sales in the U.S.” These food companies do not need to shoulder the huge costs of advertising, so they can price their item at a reduced price while still keeping a better profit margin.

These kinds of product packaging and solutions are expected to expand in appeal as companies and customers are more price smart.

9 Ways Professional digital photographers Can Expand Their Business

9 Ways Professional digital photographers Can Expand Their Business

Every picture clicked is a memory!

Photos catch minutes and occasions that make life beautiful. Behind the lens we have the ability to ice up minutes in time and share them. And the choices are unlimited in showcasing your skill to the globe. If you can’t select simply one place to share, why not use them all? Here are top ways how professional digital photographers can expand their business Kingw88

Specify Your Item and Solutions

Having actually a clear identification as a professional photographer – whether that be stylistically, location-based or topic concentrated – helps you specify your niche, position on your own as a most likely to professional digital photographer because location, and get to an extremely targeted team of customers. Said one art supervisor from an advertising company, “Professional digital photographers make mistakes when they do not plainly position themselves. I need to know what kind of professional digital photographer they are and their design. If it appearances such as they are everywhere. I can’t be positive that they can do my job well.

Determine Your Market

That is your target market and what are their needs? Really understanding your target audience, consisting of what they want and challenges they encounter, will help you develop your marketing message and items to in shape their specific demands. It will also help you better assist the benefits of working with you and deliver a smarter services or product.

Produce a Marketing Plan

Single marketing initiatives seldom settle. You often need to spread out the information about your digital photography through many networks to jump on people’s radars and transform them right into paying customers. To obtain words out, consider using social media, e-mail e-newsletters, and taking part in exhibition and networking occasions. Suggestion: Make a listing of your marketing ideas and port each right into a schedule to stay on the right track.

Focus On Your Financial resources

Whether you are full-time, part-time or an independent professional digital photographer – or also if you make a couple of dollars on the sided from your digital photography – you’re your own business. This means you need a different checking account for your business, equipment and liability insurance and a capital plan. If this is new to you, we suggest resting with an accountant to assist wrangle your budget, tax obligation responsibilities and various other monetary needs.

Song Up Your Website

Obtaining individuals for your website is effort. If you website just showcases your digital photography, you shed the chance to catch a prospective client’s information eventually transform them right into a paying client. Rather, think about your website as a sales and marketing device where individuals can easily register for your e-newsletter or purchase prints and items straight online. And remember to consist of your contact information.

Develop Your SEO

The objective of Browse Engine Optimisation is to obtain found online – particularly by individuals looking for your services and products without knowing that you’re. Building you on-page content and list of “Backlinks” links from various other websites to your own for instance can help quickly improve your browse engine positions.

Obtain Social

A solid social media presence can equate right into real direct exposure for your digital photography business. Why? Because your website is no much longer an everyday location for your customers, whereas websites such as Twitter and Twitter and google are.

Produce an Advisory Team

When it comes to self-evaluation, professional digital photographers are often too subjective to evaluate their own staminas and weak points. So rather, try soliciting honest comments from other professional digital photographers, friends, wise markets, monetary advisors and developers about how you can improve your own prospects this year. Individuals are normally happy to assist.

Follow Up With Old Customers

Your old customers should be your easiest sale because you’ve currently done business with each other. If you have not been touching them for some time, connect and upgrade them on your new jobs, services and products. Remember to advise them of how you functioned with each other in the previous and where you lie.

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