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

Al Ries

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

The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
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
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
War and marketing have many similarities.
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Many Market Similarity War
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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

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