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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

The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
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
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
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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 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
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real

The Internet is the ultimate in brand-centered buying.

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