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The crucial ingredient in the success of any brand is its claim to authenticity.

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 not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
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
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
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
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing

The crucial ingredient in the success of any brand is its claim to authenticity.

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