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A brand should strive to own a word in the mind of the consumer.

Al Ries

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

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
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 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.
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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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
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
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself

A brand should strive to own a word in the mind of the consumer.

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