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You have to reduce the essence of your brand to a single thought or attribute.

Al Ries

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

The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
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.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
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
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing

You have to reduce the essence of your brand to a single thought or attribute.

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