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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

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

War and marketing have many similarities.
AL RIES

Many Market Similarity War
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
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
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
Each year we send more and receive less.
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Each Less More Receive Send Year
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Positioning is not what you do to a product.
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Mind Position 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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger

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