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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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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.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Each year we send more and receive less.
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Each Less More Receive Send Year
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
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 better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
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
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
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
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 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
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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

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