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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

After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
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
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
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
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

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