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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

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Advertise Catskill Else Everything Himalaya Market Strategy Time

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

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
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
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
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
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World

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