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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

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

Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
War and marketing have many similarities.
AL RIES

Many Market Similarity War
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
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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.
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Answer Brand Own Three Trouble Two
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What

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