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It’s better to be first in the mind than to be first in the marketplace.

Related Topics

Better Business First Marketplace Mind

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Popular Authors

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

An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
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 crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
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
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Each year we send more and receive less.
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Each Less More Receive Send Year
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
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

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