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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.

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Company Hand Mental Mind Position Product Upper

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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
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
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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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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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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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
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 crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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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War and marketing have many similarities.
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You need to allow enough time for this forgetting to take place
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