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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

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

You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time

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