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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

Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
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
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
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
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind

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