What marketers try to do is take a problem and twist it to their advantage, ... If you can't pronounce the name, all of a sudden it becomes something that's slightly less attainable for the consumer and it becomes more desirable. But it's equally likely that when people don't buy it, it's because they don't know how to pronounce the name.

Robert Passikoff

Advantage Problem Pronounce Twist

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The damage was done a long time ago. The competitive landscape is so dramatically changed from two years ago.

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