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

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.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
War and marketing have many similarities.
AL RIES

Many Market Similarity War
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
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
Positioning is not what you do to a product.
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Mind Position Product
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect

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