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

But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
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
The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES

Band ContrAction Focus Law Narrow Stronger
A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
Advertising is the way great brands get to be great brands.
AL RIES

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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What

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