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Branding is simply a more efficient way to sell things.

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Brand Efficient Sell Thing Way

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

Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
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
Positioning is not what you do to a product.
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Mind Position Product
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
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell

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