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

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Band ContrAction Focus Law Narrow Stronger

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Popular Authors

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

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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
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 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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up

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