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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

Related Topics

Advertise Catskill Else Everything Himalaya Market Strategy Time

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

When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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

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