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What should a brand leader advertise?

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Advertise Behavior Brand Important Leader

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

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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
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
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
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
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success

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