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War and marketing have many similarities.

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Many Market Similarity War

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

Positioning is not what you do to a product.
AL RIES

Mind Position Product
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
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
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
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
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

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