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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

Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
Positioning is not what you do to a product.
AL RIES

Mind Position Product
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
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
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
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
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
War and marketing have many similarities.
AL RIES

Many Market Similarity War
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range

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