At an otherwise terrifically boring conference in Charleston, S.C., many years ago, I attended a session on marketing that was conducted by Madison Avenue veteran Al Reis, who, along with his then-partner Jack Trout, had pushed forth the then-radical concept of "mind-positioning" to explain why certain brands achieved phenomenal success, while others floundered.For 90 minutes I was enthralled as he explained how advertisers competed for a "share of mind," and the strategies they deployed to keep their brand in your consciousness.

He also explained the concept of line extension, which in basic terms means that a company with a well-known product line broadens it out a bit to include others.

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