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Marketing is not selling. Marketing is building a brand in the mind of the prospect.

Al Ries

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

What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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