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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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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld

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

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself

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