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Your brand’s power lies in dominance.

Al Ries

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

You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
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
Each year we send more and receive less.
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Each Less More Receive Send 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
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
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
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
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 because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success

Your brand’s power lies in dominance.

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