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

If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Positioning is not what you do to a product.
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Mind Position Product
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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 new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
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
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect

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