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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

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
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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.
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Going Name New Product Require Simple Succesful
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
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product

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