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Everyone is interested in what‘s new. Few people are interested in what‘s better.

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Better Everyone New People

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

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.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
War and marketing have many similarities.
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Many Market Similarity War
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate

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