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An attribute that nobody else already owns in your category.

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Already Attribute Else Nobody Own Through

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

Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
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
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
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Each year we send more and receive less.
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Each Less More Receive Send 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
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

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