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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

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

The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
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
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through

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