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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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Evolve Ivory Tower Marketplace Mud Strategy Towers

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

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIES

Answer Brand Own Three Trouble Two
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
War and marketing have many similarities.
AL RIES

Many Market Similarity War
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
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
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
That is, you position the product in the mind of the prospect.
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Mind Position Product You
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
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
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Each year we send more and receive less.
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Each Less More Receive Send Year
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week

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