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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 because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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
Positioning is not what you do to a product.
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Mind Position 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
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate

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