“What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.” ShouldImportantCoursesLeaderBehaviorFactorsBrandsConsumers Author:Al Ries
“To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.” MindSacrificeEssenceBrandsConsumersCategoriesAttributes Author:Al Ries
“A brand should strive to own a word in the mind of the consumer.” ShouldMindStriveBrandsConsumers Author:Al Ries
