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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

Related Topics

Create Mind Perception Product Prospect Quite

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Popular Authors

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

What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Each year we send more and receive less.
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Each Less More Receive Send Year
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
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
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
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
That is, you position the product in the mind of the prospect.
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Mind Position Product You
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
War and marketing have many similarities.
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Many Market Similarity War
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

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