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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

That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
War and marketing have many similarities.
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Many Market Similarity War
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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 most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
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

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