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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

Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing 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
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
That is, you position the product in the mind of the prospect.
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Mind Position Product You
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger

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