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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

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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
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
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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 brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up

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

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