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You need to allow enough time for this forgetting to take place

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Enough Ned Place Take Time Forget

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That is, you position the product in the mind of the prospect.
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Mind Position Product You
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
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
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
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
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
War and marketing have many similarities.
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Many Market Similarity War

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