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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Al Ries

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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 CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES

Band ContrAction Focus Law Narrow Stronger
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
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
Positioning is not what you do to a product.
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Mind Position Product
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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