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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

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
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
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
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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
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
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell

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

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