The third ingredient is educators trained in improved methods of teaching and learning.

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The third ingredient is old-fashioned brand-building.

ECONOMIST: Schumpeter

Rather, it was that the company that sponsored the ad knew the formula for successful branding and paid extra attention to the third ingredient: Stick to your core DNA or, in this instance, go back to your core DNA to reinforce what makes your brand special.

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This criticism is whispered, not shouted, because the third crucial ingredient is missing.

ECONOMIST: Chinese business

Unfortunately for Bush, this third and final debate underscored both the prime ingredient for the presidency and the major difference between the two candidates: experience.

CNN: Bill Press: Gore finally hits his stride

Then there is a third class, known as similares, medicines which, drugmakers pledge, have the right amount of active ingredient but aren't tested in the body.

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