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"Customers will tell you anything," Gordon noted. One order came in for removable labels, which the end-user later complained kept falling off. It turned out that to that user, removable meant from the liner, not the application.
In another instance, Gordon said, a distributor was told that a label was needed for use on corrugated cartons. Once a sample was obtained, it turned out that the carton was printed in multiple colors and varnished, requiring a different label product than initially assumed.
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