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. Świętokrzyska 20, lok. 412, 00-002 Warszawa, Poland, tel./fax +48 22 5054.680, office@marketside.pl
