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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

That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Positioning is not what you do to a product.
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Mind Position Product
Each year we send more and receive less.
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Each Less More Receive Send Year
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
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’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
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
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

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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