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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.

Al Ries

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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
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
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
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
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
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
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
Positioning is not what you do to a product.
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Mind Position Product
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 most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth

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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