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

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.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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
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
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
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’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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
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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