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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.

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Business Company Market Objective Ultimate

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

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
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
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
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What

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