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The essence of positioning is sacrifice.

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Essence Giving Sacrifice Unique Up

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

After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Each year we send more and receive less.
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Each Less More Receive Send Year
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
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
War and marketing have many similarities.
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Many Market Similarity War
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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