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

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Based Brand Concept Mind Perception Program Successful

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

Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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.
AL RIES

Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
War and marketing have many similarities.
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Many Market Similarity War
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
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

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