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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

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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
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
Advertising is the way great brands get to be great brands.
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The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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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Create Mind Perception Product Prospect Quite
It’s better to be first in the mind than to be first in the marketplace.
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The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
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

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