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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

You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
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
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself

The Internet is the ultimate in brand-centered buying.

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