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The essence of positioning is sacrifice.

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Essence Giving Sacrifice Unique Up

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

To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
War and marketing have many similarities.
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Many Market Similarity War
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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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