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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

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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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
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
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
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
War and marketing have many similarities.
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Many Market Similarity War
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
Positioning is not what you do to a product.
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Mind Position Product

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