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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

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

Brand Efficient Sell Thing Way
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Positioning is not what you do to a product.
AL RIES

Mind Position Product
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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.
AL RIES

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow

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