which provides and maintains a head start. People gravitate to those brands they have learned to trust. So it doesn't matter how many times you tell some people about the dangers of flouride, they'll still buy Colgate especially if it's on sale.
So branding is important. Just look at Facebook, which many feel is inferior in user friendliness and privacy. They were first, and the Brand got established.
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“The final test of a leader is that he leaves behind him in other men the conviction and will to carry on.”
-- Walter Lippmann