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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Al Ries

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

The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
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
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
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

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