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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

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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
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi

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