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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.

Al Ries

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

Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
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
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
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
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
Positioning is not what you do to a product.
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Mind Position Product
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People

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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