Top of Mind Branding and Marketing

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Always be first. If you can't be first, invent a niche in which you can be first. It is important that you be first in the mind of your target audience. You gain little credibility by claiming you are fifth in your market. You must position your persona to be number one in a segment in which you can meet your objectives - even if you have to invent that segment. Many great success stories have come from this drive to be number one. For example, the Uncola was created to overcome Coca-Cola's number one status. As a result, 7UP, the Uncola, is number one in the clear soft-drink category that it invented.