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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.

Al Ries

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

The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
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 should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
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
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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
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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Positioning is not what you do to a product.
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Mind Position Product
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

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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