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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 successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Each year we send more and receive less.
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Each Less More Receive Send Year
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate

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