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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

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

Brand Build Market Mind Prospect Sell
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
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

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