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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

Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
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
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
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
Positioning is not what you do to a product.
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Mind Position Product
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
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

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