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

Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
War and marketing have many similarities.
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Many Market Similarity War
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
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’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
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
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
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
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
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing

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