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After a slow buildup, people become convinced that they have known about the brand forever.

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Brand Convince Forever Known Peop Slow

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

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.
AL RIES

Going Name New Product Require Simple Succesful
An attribute that nobody else already owns in your category.
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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.
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Create Mind Perception Product Prospect Quite
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
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
Positioning is not what you do to a product.
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Mind Position Product
War and marketing have many similarities.
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Many Market Similarity War
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
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.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well

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