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Making Your Marketing Message Stick

What keeps your message in the minds of consumers?

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This story appears in the January 2007 issue of Entrepreneur. Subscribe »

We only use 10 percent of our brains. There are alligators living in New York City's sewers. What do these two statements have in common? They're false, and yet you can't get them out of your head.

Chip Heath, a Stanford organizational-behavior professor, has spent years studying the qualities that give ideas staying power. He and brother Dan Heath are co-authors of the new book Made to Stick: Why Some Ideas Survive and Others Die.

Chip Heath says there's plenty entrepreneurs can learn about branding their businesses from the persistence of silly urban myths.

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