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Positioning · Ries & TroutHow Brands Grow · SharpInfluence · Cialdini
The Long and the Short of ItStoryBrand SB7Breakthrough Advertising
$100M OffersContagious · STEPPSThinking, Fast and SlowJobs To Be Done
Blue Ocean StrategyPurple CowOgilvy on AdvertisingAlchemy · Sutherland
Torches of Freedom · 1929Marlboro Man · 1954A Diamond Is Forever
Think Small · VWWe Try Harder · AvisThink DifferentJust Do It
Real Beauty · DoveOld SpiceRed Bull StratosShare a Coke
Ice Bucket ChallengeSpotify WrappedWhopper DetourRamadan MENA
score = Σ wi · fi
10 factors · weights sum to 1.00
weak link < 3 → capped at 55
range = ±6 / ±10 / ±15 by data confidence
