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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

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

It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

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.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
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
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES

Band ContrAction Focus Law Narrow Stronger
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You

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