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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

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

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
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
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
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’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
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

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