Tide wins one of my top three prizes for creating a winning Super Bowl ad because it so cleverly adhered to one of the basic rules of brand-building.

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Russia now wants new inspection rules in place before delivering nuclear fuel to the power plant it is building at Bushehr, on the Persian Gulf.

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Whether they were aware of it at the time or not the founders stuck to the basic rules of brand building.

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Recent changes in accounting rules will amplify this, because it has become harder for banks to spread the building of reserves over the cycle.

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At that point Ellison began building a 90-foot trimaran, nicknamed "DoGZilla" because it complies with the default rules in the Deed of Gift.

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