Neil Armstrong, Ultimate First Mover

Ira Kalb, professor of marketing at University of South Carolina and head of Kalb & Associates, points out that while Neil Armstrong hadn't the slightest interest in self-aggrandizement, he would have had a great platform had he been interested in marketing himself. "Why was he given so much of the credit? Brand marketers will tell you that it was because of one of the most powerful forces in branding—being first to a new position," he writes. "Neil Armstrong was the first to walk on the moon. He was also the first human to take a step on any physical world beyond the Earth. Moreover, he was the first to explore a mysterious new world with TV cameras and so many people around the world watching."

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