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The best way to make news is to announce a new category, not a new product.

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Announce Best Category News Way Product

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

War and marketing have many similarities.
AL RIES

Many Market Similarity War
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
Positioning is not what you do to a product.
AL RIES

Mind Position Product
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
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.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
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.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
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

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