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A successful branding program is based on the concept of singularity.

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Based Brand Concept Mind Perception Program Successful

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

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
Positioning is not what you do to a product.
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Mind Position Product
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
War and marketing have many similarities.
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Many Market Similarity War

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