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You need to allow enough time for this forgetting to take place

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Enough Ned Place Take Time Forget

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

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
Changing the direction of a large company is like trying to turn an aircraft carrier.
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The next generation product almost never comes from the previous generation.
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The essence of positioning is sacrifice.
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A successful branding program is based on the concept of singularity.
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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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To get into the consumer’s mind, you have to sacrifice.
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Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
That is, you position the product in the mind of the prospect.
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Positioning is what you do to the mind of the prospect.
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Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
You have to reduce the essence of your brand to a single thought or attribute.
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The real barrier (to building a brand) is the human mind.
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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
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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