Marketing Fortune Cookies

The essence of positioning is sacrifice. Unless some people are deliberately ignored in favor of others, a brand has no position.

To consumers, a brand is a promise. Promises kept yield loyal customers.

There is no such thing as a brand life cycle, only a brand management life cycle.

A brand's equity is the aggregate value of the purchases of people who buy it repetitively.

A manufacturer owns the product, a brand is the property of its customers.

Consistency is like nutrition to a brand image. People learn to trust those whose behavior they can predict.

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