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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’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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 next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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
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
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
Each year we send more and receive less.
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Each Less More Receive Send Year
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
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
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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
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
War and marketing have many similarities.
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Many Market Similarity War
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
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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Band ContrAction Focus Law Narrow Stronger
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way

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