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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.

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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld

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

Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
War and marketing have many similarities.
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Many Market Similarity War
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
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

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