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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

Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
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
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.
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Going Name New Product Require Simple Succesful
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
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
War and marketing have many similarities.
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Many Market Similarity War
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Positioning is not what you do to a product.
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Mind Position Product
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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

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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