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The crucial ingredient in the success of any brand is its claim to authenticity.

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Authenticity Claim Ingredient Success

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Popular Authors

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

IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
War and marketing have many similarities.
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Many Market Similarity War
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
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

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