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An attribute that nobody else already owns in your category.

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

If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
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.
AL RIES

Answer Brand Own Three Trouble Two
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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 normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth

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