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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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Brand Business Customer Distinguishable Narrow Scope Singer Want World

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

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
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
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
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
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
War and marketing have many similarities.
AL RIES

Many Market Similarity War
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying

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