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It’s better to be first in the mind than to be first in the marketplace.

Related Topics

Better Business First Marketplace Mind

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

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
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
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.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Positioning is not what you do to a product.
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Mind Position Product
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
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.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
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
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.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect

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