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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

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

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.
AL RIES

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
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
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
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
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
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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What

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