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Your brand’s power lies in dominance.

Al Ries

But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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.
AL RIES

Answer Brand Own Three Trouble Two
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
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
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing

Your brand’s power lies in dominance.

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Your brand’s power lies in dominance.

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