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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

It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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 want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing

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