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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.

Related Topics

Company Hand Mental Mind Position Product Upper

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

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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success

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