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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

An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product

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