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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

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

After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
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
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
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
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
Each year we send more and receive less.
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Each Less More Receive Send Year
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
War and marketing have many similarities.
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Many Market Similarity War
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
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
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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