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If you can build a powerful brand, you will have a powerful marketing program.

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Almost Brand Build Builder Come General Market Powerful Previous World

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

Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
Positioning is not what you do to a product.
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Mind Position Product
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
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
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous 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.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
Each year we send more and receive less.
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Each Less More Receive Send Year
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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

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