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The best way to make news is to announce a new category, not a new product.

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Announce Best Category News Way Product

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
Each year we send more and receive less.
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Each Less More Receive Send Year
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What

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