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The real barrier (to building a brand) is the human mind.

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Barrier Gray Human Matter Mind Real

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

That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
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
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

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.
AL RIES

Build Computer First Incent Mind Position Prospect
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
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
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success

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