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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Related Topics

Evolve Ivory Tower Marketplace Mud Strategy Towers

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Popular Authors

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

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
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

Answer Brand Own Three Trouble Two
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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Positioning is not what you do to a product.
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Mind Position Product
Each year we send more and receive less.
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Each Less More Receive Send Year
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
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
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
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
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.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld

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