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You must be willing to give up something in order to establish that unique position.

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Establish Give Must Order Something Unique Position Willi

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An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
What should a brand leader advertise?
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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
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
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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A successful branding program is based on the concept of singularity.
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