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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

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Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
The best way to make news is to announce a new category, not a new product.
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If you can build a powerful brand, you will have a powerful marketing program.
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The essence of positioning is sacrifice.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Branding is simply a more efficient way to sell things.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Each year we send more and receive less.
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Each Less More Receive Send Year
The most powerful concept in marketing is owning a word in the prospects mind.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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