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Each year we send more and receive less.

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Each Less More Receive Send Year

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

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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
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
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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
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
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
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
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

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