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The Internet is the ultimate in brand-centered buying.

Al Ries

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

Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
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
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
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
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
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

The Internet is the ultimate in brand-centered buying.

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