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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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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth

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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
It’s better to be first in the mind than to be first in the marketplace.
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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
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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Allow Build Decade Ear Forget Normal Old Person Take Truth
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
War and marketing have many similarities.
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Many Market Similarity War
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
Positioning is not what you do to a product.
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