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Positioning is how you differentiate yourself in the mind of the prospect.

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Differentiate Mind Position Product Yourself

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

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

Business Company Market Objective Ultimate
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
Each year we send more and receive less.
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Each Less More Receive Send Year
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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 is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing

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