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• B = Baseline: The starting point used for comparison.
• R = Reputation: Everything we know or have learned about someone.
• A = Attributes: The adjectives and characteristics that we use to define a person.
• N = Name: Brings to mind positive, neutral or negative thoughts about a person.
• D = Distinctiveness: Describes the ways someone is different, unique and creative.
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- Ryan T. Sauers
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