(Just like we are chanting Hare Kṛṣṇa, the holy name of Kṛṣṇa—that means immediately Kṛṣṇa is on your tongue. He is dancing on your tongue) 



So if you simply chant, "rose, rose, rose," there is no rose. Rose is different from the name rose. Similarly, in the material world anything you take, the name is different from the substance, whereas in case of Kṛṣṇa, the name Kṛṣṇa and the person Kṛṣṇa, the same thing.
Just like we are chanting Hare Kṛṣṇa, the holy name of Kṛṣṇa—that means immediately Kṛṣṇa is on your tongue. He is dancing on your tongue. This is the difference. Therefore, immediately we chant the holy name of Kṛṣṇa means immediately we get in contact with Kṛṣṇa or in association."
(Prabhupada Conversation, January 26, 1975, Hong Kong)
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