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Marketing is not selling. Marketing is building a brand in the mind of the prospect.

Al Ries

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

The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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 reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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