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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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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.
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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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Each year we send more and receive less.
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It’s better to be first in the mind than to be first in the marketplace.
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War and marketing have many similarities.
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Many Market Similarity War
The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is not what you do to a product.
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Mind Position Product
Advertising is the way great brands get to be great brands.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
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 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

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