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What should a brand leader advertise?

Related Topics

Advertise Behavior Brand Important Leader

Bagwalas

Popular Authors

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

Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
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.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
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
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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
AL RIES

Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
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.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
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
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through

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