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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

Al Ries

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
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
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
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
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
AL RIES

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing