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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

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If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
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
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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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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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