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

Al Ries

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

It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
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
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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Answer Brand Own Three Trouble Two
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
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 is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful

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

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