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The most powerful concept in marketing is owning a word in the prospects mind.

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Business Concept Market Own Powerful Word

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

It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
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
War and marketing have many similarities.
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Many Market Similarity War
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
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 how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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