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

Al Ries

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

Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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.
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Going Name New Product Require Simple Succesful
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate

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

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