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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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Behavior Brand Consumer Course Factor Important Leadership Motivate

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up

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