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

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Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
To get into the consumer’s mind, you have to sacrifice.
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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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Branding is simply a more efficient way to sell things.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Positioning is what you do to the mind of the prospect.
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Good things happen when you narrow your focus.
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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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Even if all the cattle on the range look pretty much alike.
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The best way to make news is to announce a new category, not a new product.
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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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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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If you can build a powerful brand, you will have a powerful marketing program.
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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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