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

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Better Have Instead Market Prospect

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Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
Positioning is not what you do to a product.
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Mind Position Product
That is, you position the product in the mind of the prospect.
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Mind Position Product You
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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
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
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
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
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

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