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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

The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
Positioning is not what you do to a product.
AL RIES

Mind Position Product
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
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
War and marketing have many similarities.
AL RIES

Many Market Similarity War
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
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
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
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
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 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

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