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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

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

IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
War and marketing have many similarities.
AL RIES

Many Market Similarity War
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES

Band ContrAction Focus Law Narrow Stronger

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