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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

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

Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
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
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 crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real

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