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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

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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Advertising is the way great brands get to be great brands.
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It’s better to be first in the mind than to be first in the marketplace.
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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
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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What should a brand leader advertise?
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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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That is, you position the product in the mind of the prospect.
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An attribute that nobody else already owns in your category.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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War and marketing have many similarities.
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