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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

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

That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
Positioning is not what you do to a product.
AL RIES

Mind Position Product
The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
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.
AL RIES

Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
War and marketing have many similarities.
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Many Market Similarity War

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