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Advertising is the way great brands get to be great brands.

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Advertise Brand Great Way

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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
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
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
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
War and marketing have many similarities.
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Many Market Similarity War
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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