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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

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Each year we send more and receive less.
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Each Less More Receive Send Year
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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 real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Positioning is not what you do to a product.
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Mind Position Product
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
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

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