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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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Brand Failure Fast Give Law Name One Route

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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
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.
AL RIES

Going Name New Product Require Simple Succesful
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
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

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
War and marketing have many similarities.
AL RIES

Many Market Similarity War

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