black
grey
blue
red
brown
white

Even if all the cattle on the range look pretty much alike.

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An attribute that nobody else already owns in your category.
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The best way to make news is to announce a new category, not a new product.
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The Internet is the ultimate in brand-centered buying.
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A successful branding program is based on the concept of singularity.
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It’s better to be first in the mind than to be first in the marketplace.
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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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To get into the consumer’s mind, you have to sacrifice.
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After a slow buildup, people become convinced that they have known about the brand forever.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The next generation product almost never comes from the previous generation.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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It is better to have 50% of one market, instead of 10% of five markets.
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War and marketing have many similarities.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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