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It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.

Al Ries

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

To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
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
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
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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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 better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader

It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.

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