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The first step was settling on branding. link "I sort of liken the naming process to coming up with a cool username on a game or a forum," he says. "But the good ones are always taken." He wanted "Studio Underdog," link because he's a "one man brand trying to bring his watches to fruition in a market full of much bigger players." So what's link a man to do to differentiate himself? Change the "o" to "0."
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