black
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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

An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
That is, you position the product in the mind of the prospect.
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Mind Position Product You
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
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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