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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

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Advertising is the way great brands get to be great brands.
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The essence of positioning is sacrifice.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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An attribute that nobody else already owns in your category.
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Your brand’s power lies in dominance.
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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
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Positioning is what you do to the mind of the prospect.
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A successful branding program is based on the concept of singularity.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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