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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

War and marketing have many similarities.
AL RIES

Many Market Similarity War
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
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
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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

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