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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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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War and marketing have many similarities.
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Many Market Similarity War
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
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
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
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

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