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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

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

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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
War and marketing have many similarities.
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Many Market Similarity War
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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 is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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 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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Each year we send more and receive less.
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Each Less More Receive Send Year
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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