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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.

Al Ries

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

The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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.
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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
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
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
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through

What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.

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