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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

Al Ries

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

Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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