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The Internet is the ultimate in brand-centered buying.

Al Ries

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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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
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
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year

The Internet is the ultimate in brand-centered buying.

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