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

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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
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 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
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
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
War and marketing have many similarities.
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Many Market Similarity War
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year

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