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

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
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
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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 reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
Each year we send more and receive less.
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Each Less More Receive Send Year
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week

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