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

Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
War and marketing have many similarities.
AL RIES

Many Market Similarity War
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
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 next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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.
AL RIES

Answer Brand Own Three Trouble Two
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
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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