black
grey
blue
red
brown
white

Even if all the cattle on the range look pretty much alike.

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Alike All Cattle Look Much Pretty Range

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

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.
AL RIES

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
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 essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
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
War and marketing have many similarities.
AL RIES

Many Market Similarity War
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
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
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

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