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

Al Ries

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

The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate

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

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