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Positioning is not what you do to a product.

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Mind Position Product

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

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
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
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
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
Positioning is not what you do to a product.
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Mind Position Product
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up

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