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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.

Al Ries

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

Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
War and marketing have many similarities.
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Many Market Similarity War
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
Each year we send more and receive less.
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Each Less More Receive Send Year
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word

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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