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A brand should strive to own a word in the mind of the consumer.

Al Ries

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

The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
Positioning is not what you do to a product.
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Mind Position Product
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 successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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 real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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.
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Answer Brand Own Three Trouble Two
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way

A brand should strive to own a word in the mind of the consumer.

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