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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.

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Business Company Market Objective Ultimate

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

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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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 real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
Each year we send more and receive less.
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Each Less More Receive Send Year
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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

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