In a world of political correctness and offend-no-one mentality, it was refreshing to read the Made to Stick column ("Polarize Me," April), which outlined the risks associated with this middle-of-the-road attitude. When a person reads a company or product name or a tagline, his or her subconscious makes an initial interpretation. If we can make the user hesitate and evaluate the meaning behind it, you have a chance of furthering your message.
Jim Jones
Lincoln, Nebraska
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