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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Al Ries

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

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
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
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.
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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.
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Answer Brand Own Three Trouble Two
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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