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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

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

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 brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
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 new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful

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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