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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 most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
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
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
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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 new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful

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

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