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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.

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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well

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

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
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
AL RIES

Going Name New Product Require Simple Succesful
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice

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