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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

The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Positioning is not what you do to a product.
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Mind Position Product
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
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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Answer Brand Own Three Trouble Two
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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 next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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

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

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