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The essence of positioning is sacrifice.

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Essence Giving Sacrifice Unique Up

Bagwalas

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

It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
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.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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
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
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
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range

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