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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

Positioning is what you do to the mind of the prospect.
AL RIES

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.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
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
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 most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Each year we send more and receive less.
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Each Less More Receive Send Year
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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 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
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
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind

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