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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

The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
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
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

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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