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  4. Al Ries
  5. To get into the consumers mind, you have to sacrifice. You...

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.

Al Ries
Sacrifice, Essence, Mind
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.