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 & Laura Ries
Market Side Sp. z o.o., ul. ¦wiêtokrzyska 20, pok. 412, 00-002 Warszawa, tel./fax +48 513 100 240, office@marketside.pl
