Sublime

if we improved the brand’s link with hard to resist, would that translate into more sales?

a consistent image in the marketplace is a valuable asset, which can be rapidly compromised if the firm attempts to serve too diverse a set of client needs. Few firms, in my experience, have a clear picture of their true positioning along the expertise, experience, efficiency spectrum.

Brand-memory building moments are hard to create

In each case, a brilliant man put his company in jeopardy because measuring himself and his legacy outweighed everything else.

Therefore, brand images need to reflect how consumers see themselves (actual) or might want to see themselves

Some attributes do a better job of signalling a brand is a member of a category than others.

There are two general factors that lead a category buyer to link a brand for a specific attribute

Mental Market Share (MMS) = the share of the brand’s links to CEPs relative to competitors.