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Good things happen when you narrow your focus.

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Focus Good Happen Narrow Thing

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

The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
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
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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

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