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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 best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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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Allow Build Decade Ear Forget Normal Old Person Take Truth
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
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing

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

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