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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

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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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The best way to make news is to announce a new category, not a new product.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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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The Internet is the ultimate in brand-centered buying.
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That is, you position the product in the mind of the prospect.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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A successful branding program is based on the concept of singularity.
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The essence of positioning is sacrifice.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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An attribute that nobody else already owns in your category.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Each year we send more and receive less.
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Positioning is not what you do to a product.
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Advertising is the way great brands get to be great brands.
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If you can build a powerful brand, you will have a powerful marketing program.
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