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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

A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
War and marketing have many similarities.
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Many Market Similarity War
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
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
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 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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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 crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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 essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself

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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