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Hi and welcome to the module
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Closing
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A Branded
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Prodigy
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So the first step in for going to do branding
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Is 2 even have
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The project now the thing is
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Most designers don't really understand what are
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Selling when they're selling brand identity
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To decline
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And that's why they struggle with selling because if they don't understand
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What are they selling exactly in y
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Where does the value rise
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They find it very hard to say
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So in this
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Video to cover is
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Make sure that everybody understands that we're all align on what is
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Branding and Wise
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So important to talk about what is our role as design
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In the
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Brandy
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Process
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We're going to talk about what are the actual problems that were solving
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To our client
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And then we're going to talk about where where the value is
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Where the value is
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In the server
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We are
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Provide
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So that we can make sure that we are providing
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Subtitled by
-♪ online-courses.club ♪-
We compress knowledge for you!
https://t.me/joinchat/ailxpXoW3JVjYzQ1
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Mobile
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So let's get started with the talking about what is brandy
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Why is it so important I'm going to quote from
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A book that I really like it's called the brain
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And brandy
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The very short easy read and it's actually available in canva slides
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Slide format that you can
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We're going to put this in the resource
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I really encourage you to go through this is 20 take you a few minutes
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But it's really really agree
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So I went to a quote Marty from this book and what he says is branding is not what you say about you
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It would other people say about
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You and it's not the logo
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It's not the colours
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It's not the product it's
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The website
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It's actually how people feel the gut feeling
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People have about
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It's company
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Business
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Person
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So
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This thing this gut feeling is actually influenced by a lot of thing
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Write it
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Influenced by
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The product quality
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Or the customer service
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Or the policy
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And how this company
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Behave
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So you can have an amazing visuals and everything looks like
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Buddy
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The product breaks after a day and if the people talking to you on the phone you know you're not nice
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You're going to hate this company new think this
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The crappy brand
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Incel
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Visual tonight
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Although marketing materials and visualise
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Also informed
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How you feel
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So
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All of these things impact
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How p
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Hear about Iran in the century would the brand
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Will actually be
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It was mine
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However we are designers in in our role in this project we cannot infer
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All of these things and we need to
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That's right weekend
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A Bad Company weekend fix a bad product or a bed
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Service but the things that we can affect we can effect
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The visual I don't
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We can affect the messaging
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Sector marketing
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How the website looks
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So there are a lot of things that
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And it's also
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Very valuable because we happens
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If the different touch points
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Experiences that people have with a certain brands or not
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Consistent in art
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In the customer field
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Some kind of
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Dissonance
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Big feel if this is a new product and it says the best
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But it the website is
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Broken or it doesn't look very good
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We don't
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Immediately try
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This come
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The other way around really everything
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Fantastic beer
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The product is not really bad
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Again there is a day
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To align
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These things
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So
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Let's talk about why
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Having a brand new
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Why are all these things matter why does everything
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Consistent
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So we are right now living in a word
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Weather
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Sony VR
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Forever
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Write 4
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Different types of
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Orange juice two different types of
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Project management software to online learning there are
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Different
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Different
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Options for everything everything becomes in a way
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Commodity
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In a brand is how different company
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Create press
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Sometimes
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Accompany
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Might
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Friday
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The has you
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Beatrice
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Beatriz eventually in the long run or very easy
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To duplicate right so initially with
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Apple and they had all day
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IPhone in features
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After enough time you know and record up the copied all the necessary
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And Ali have the same features another copy from
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At the end of the day you're not going to be competing
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Beaches in the product but actually the story
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And the brand is going to set
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Preference in this is where we
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Quatropi
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So what is our role
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Well we make sure that
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I see that the interaction there
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Visual inter
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Actions right week
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Affected
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About the Whitby sea when they interact with the brain
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Is in line with the values that they want
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Community
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And we make sure that would be
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Set them
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Apart from the competition remember we need to
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Differential
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The brain is which
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Most productive venture Lee might be similar
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Then the visual side of things in the brand is where we helped
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Wrench
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So we want to make sure that we look
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From
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Petition
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In the brand actually helps people
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What is companies all about
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What they're doing and
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Capri
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Puzzle
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Gut feeling
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About the company
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At the customer
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Mine is so how do we do this and this is basically the process that work
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Kaaba
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In this course
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First
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We want to understand
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Who are the company is what they're doing and what are they trying to become so we have two under
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Right secondary we
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Try to translate all of this who the company is
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Into creative outputs that
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In line with who they are with a wand
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Become
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And finally we package
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Creative outlet
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How to put in assets right
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A logo this can be a visual
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Or a website or something
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To make sure that it is aligned with who they was
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To become
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In how they want to communicate
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Let's talk about what are the actual problems that we are
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Selling at solving for our clients because of the end of the day
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Nobody purchase
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Anything
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If they don't have
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A problem right of the only reason to buy something is because you have a problem and you're trying to solve
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In that
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The bigger the problem is
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The bigger the clients are going
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Be willing
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Spend
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To solve it if it's a big poo
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So you have to understand what is actually
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Problem
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Right some people
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Some clients come to you in
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Something like I need a logo but I need a logo is not a problem you won't understand what the
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Andrew
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Problem
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So that you can ask
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How big are Prague
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And the bigger it is you'll be able
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Charge
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So let's cover some of the problem
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That clients might have
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Constable
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What 1st of May
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I mean I have pass it on
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Maybe there a new company there just starting
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They don't have anything they might not have a name they might not have a logo they might
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Anything at all to put out there so this is a problem in the
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Sorry no prob
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Another problem can be that their brand identity
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Is old in out of
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And so it's not a line
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Who they're trying to be
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You know it doesn't inspire
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What's the word it just looks also that is a
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Another problem is in this very common problem
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The Crown brand doesn't
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National it doesn't inspire
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Quality in it doesn't inspire
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Trust in bed
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A big problem because
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That hurt
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Sealed so this is a very big problem and you one
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If this
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The current problem
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You know this
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Another problem
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Which we just mention is we look too much like our competitors in our road
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Is two different
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If people confuse you with your competitor that's a bad thing
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Problem
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That we need to solve
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Cancel that
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Brent
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Another problem might
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People don't really
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Then what we do
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This might be part
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How we communicate
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Either visually or selling software but we look like a car
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Or you know or it might be something to do with messaging word
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Community
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Clearly
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What do we do
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Reason and another big problem that people have
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What you do but we don't understand why why
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Choose you
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The fact that you are different is nice but how are you better and you
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How to communicate
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Through design
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Mess
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Another problem might be there
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They just don't have a clear
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Position in the market will talk more
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What position is later on
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But that might be a problem
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Where they're not sure how to set them
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Part
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From the different players in
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Market
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Some more
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Maybe
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The company is expand
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We just used to sell cars but now also you know sell apartment
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Our brand doesn't
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That's so we need to make create a new brand that will be able
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You know communicate all of our
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Ring off
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Another interesting
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And challenging problem that cleans my hair is maybe there
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So we had two different
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Is two different brands
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Now we are merging into one company
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Which brand should it be
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How should we call the camp
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How should we communicate
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We have two different Histories how do we combine
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Into a new
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Hi Gary
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Also
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Problem another problem might be that the business is just shift
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We used to sell cars but now it's elbow
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Subtitled by
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So we need to rethink
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How we look and how
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Communicate
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In Wilkinson
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Big
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Big company
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They might have
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Several different version
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Each of them is doing
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Their own thing there is no consistency or coherence in how they're using their brand identity
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And they want somebody to bring it all together to make sure that the way that the company communicate
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Is a lie
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And Co
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Sevilla vs Arsenal general
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Example
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No problems
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Your client
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Can or may be like
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You have in different scenarios and understanding these problems and being able
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Talk about
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These problems
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With you
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Find is how you understand
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What are you asked
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To sob
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With this
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Project
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One thing worth mentioning
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No problems r create
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Equal some problems are more valuable than others
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Problems into you want to understand
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Which are
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So let's talk about
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What would actually create
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The Valley
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How are you solving
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These problems in creating value
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In there are two different
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One of them is Dizzee
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Right you are using design to solve these problems in your using design to basic
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You know demonstrate
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Quality
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Create emotion with a customer's in inspire
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These things are quite problems as we've mentioned in the sea
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They're probably
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Or most likely they might be problems that your clients are having and this is one way to solve them using
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The other way we help solve problems is actually by using
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Strategy
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By helping
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The decline
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Position themselves right in the market think about the right messaging
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And help themselves clarify the story we have
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Provide value
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The visa to differ
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Things
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We might be able to do
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Both of them some clients might
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Only have problem with
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There design maybe have a great strategy but they only have a problem
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Communicating that strategy using site
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They actually have
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An ok design but the problem is there
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Saying the wrong thing and they don't have a clear
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Stroud
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Right so some clients might have both of these
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Things design and strategy
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The problem some
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Companies might have only one of
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In some clients might not down you
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Design specific your strategy I personally think that you can't win without having them both but we
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Have to understand and understand for we trying to sell
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Because of some clients Might Say
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Strategy is not important for designers
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Your role is to understand that both of these things have to happen if you were
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Do you have do you want to have good design
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It has to be based
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Ystrad
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Rights of both of
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Parts are very
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Now in this course were going to
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YouTube oath strategy side of
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In the design side of thing
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But
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You might figure out that you are as a person more attractive to either the strategy side of
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Why did the sign say
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Sound designers don't want to do both
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I personally enjoy doing both of these things
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But some designers find it there more
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Did the design or the start
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That's ok if you finish this course and understand that your passion or working with some
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You want to send that your passion is just in once
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That's great you can collaborate with somebody else who is going
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Be a great
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So you can decide you don't have to do them both you can choose to do one of them
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Delegate the other
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A partner with somebody else to do the other
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But you need to understand that this project include
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Both these aspects and you can decide whether you want to do them both
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Or
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You
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Alright just some
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This video
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I want you to understand
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Our role is designers is not
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To create
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The logo in
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Colours right we help them
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Based
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Strategy and make sure
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Visual elements
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So
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The way that we help our clients is by defining
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Is to think straight
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And design you can do them both
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To do one of them
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But these are the two things that are required
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The song There
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Problems in we're going to use
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R2
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As visual designer
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Determine this track
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Into
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Tangible assets and this is what we
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Threw up
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The Prodigy
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Alright so now that you understand
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What are we actually sell
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Let's move on to
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Discover
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What Prague
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Your space
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