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But with a laser, you can drill a hole in a diamond or wipe out cancer.

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
Positioning is not what you do to a product.
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Mind Position Product
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
War and marketing have many similarities.
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Many Market Similarity War
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

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