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The best way to make news is to announce a new category, not a new product.

Related Topics

Announce Best Category News Way Product

Bagwalas

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

The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
AL RIES

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
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.
AL RIES

Answer Brand Own Three Trouble Two
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
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.
AL RIES

Going Name New Product Require Simple Succesful
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time

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