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The Internet is the ultimate in brand-centered buying.

Al Ries

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

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

Brand Consumer Mind Own Should Strive Word
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
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
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
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
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
Positioning is not what you do to a product.
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Mind Position Product
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
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

The Internet is the ultimate in brand-centered buying.

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