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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 brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
That is, you position the product in the mind of the prospect.
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Mind Position Product You
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
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
War and marketing have many similarities.
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Many Market Similarity War
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
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
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 what you do to the mind of the prospect.
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Mind Position Prospect What
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate

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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