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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

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

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
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
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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.
AL RIES

Going Name New Product Require Simple Succesful
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
Each year we send more and receive less.
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Each Less More Receive Send Year
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
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
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

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