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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.

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Going Name New Product Require Simple Succesful

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

It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
AL RIES

Going Name New Product Require Simple Succesful
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Positioning is not what you do to a product.
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Mind Position Product
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
That is, you position the product in the mind of the prospect.
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Mind Position Product You
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
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
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive 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
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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
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
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful

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