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Positioning is how you differentiate yourself in the mind of the prospect.

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Differentiate Mind Position Product Yourself

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

A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
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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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
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
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
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

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