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

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Mind Position Product You

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

Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
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
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
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
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
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
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
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak

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