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The crucial ingredient in the success of any brand is its claim to authenticity.

Al Ries

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

Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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 essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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 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
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
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
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
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You

The crucial ingredient in the success of any brand is its claim to authenticity.

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