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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

That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
War and marketing have many similarities.
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Many Market Similarity War
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
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Each year we send more and receive less.
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Each Less More Receive Send Year
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week

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