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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 crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
Each year we send more and receive less.
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Each Less More Receive Send Year
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
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
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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

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

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