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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.

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Brand Build Effort Else Focus Known Mind Nobody Owing Word

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

The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful 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
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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
War and marketing have many similarities.
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Many Market Similarity War
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Each year we send more and receive less.
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Each Less More Receive Send Year
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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