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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

But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
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
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Positioning is not what you do to a product.
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Mind Position Product
Each year we send more and receive less.
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Each Less More Receive Send Year
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
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
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
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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

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