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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

Popular Authors

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

To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
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
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 essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
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
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
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
War and marketing have many similarities.
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Many Market Similarity War
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World