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The essence of positioning is sacrifice.

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

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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
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
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
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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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