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A successful branding program is based on the concept of singularity.

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Based Brand Concept Mind Perception Program Successful

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

Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
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
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Positioning is not what you do to a product.
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Mind Position Product
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great 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.
AL RIES

Answer Brand Own Three Trouble Two
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
War and marketing have many similarities.
AL RIES

Many Market Similarity War
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong

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