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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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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

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

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