The document discusses the importance of brands being different rather than just better in order to establish long-term competitive advantage. It emphasizes that consumers generally pursue "satisficing" by choosing adequate options rather than optimizing to find the best. Brands help consumers save time and effort in decision making. The document also outlines the customer acceptance cycle from awareness to loyalty and the steps in an effective image building process including brand audits and creating a connection triangle between product, consumer, and brand.

5. Select Valuable Customers : Consumer Driven Marketing Cycle Strategies Tactics Actions Map the Marketspace Select Most Valuable Customers Choose a Winning Positioning Create the Tactical Plan Build Operational Capabilities Define Performance Measures Execute the Tactical Plan Assess Performance Succeed And Improve

7. From Awareness to Loyalty : Customer Acceptance Cycle Salience Resonance Judgements Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency & Empathy Style and Design; Price Category Identification Needs Satisfied

12. Connection Triangle Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

13. Connection Triangle:Example Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break