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An attribute that nobody else already owns in your category.

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Already Attribute Else Nobody Own Through

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

The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
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
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
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
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way

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