The project was given its name because of the spiral shape it would form from Langlees to Laurieston and Polmont.

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The story takes shape in letters to the Vatican under the name of Father Damien, concerning supposed miracles at Little No Horse.

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The name contains the shape: a hoh is a ridge that rises to a point and has a concave end.

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Beyond the proprietary shape of the bottle, the Kraft team knew it had to come up with a name that signaled the intrinsic nature of the new brand.

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Marketing can shape consumers' reactions to goods and services: for instance, a product with a known brand name is judged to taste better than the same product with a generic brand.

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