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But with a laser, you can drill a hole in a diamond or wipe out cancer.

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

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
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
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
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
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 Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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