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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

Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What

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