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

Al Ries

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

The real barrier (to building a brand) is the human mind.
AL RIES

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
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
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
Positioning is not what you do to a product.
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Mind Position Product
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
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
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
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
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
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
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
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What

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

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