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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

A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
War and marketing have many similarities.
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Many Market Similarity War
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
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
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
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader

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

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