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An attribute that nobody else already owns in your category.

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Already Attribute Else Nobody Own Through

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

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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.
AL RIES

Announce Best Category News Way Product
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
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
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind

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