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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Al Ries

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

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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
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
War and marketing have many similarities.
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Many Market Similarity War
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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
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
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

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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