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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

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

After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES

Band ContrAction Focus Law Narrow Stronger
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
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
Positioning is not what you do to a product.
AL RIES

Mind Position Product
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
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
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
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

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