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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

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
War and marketing have many similarities.
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Many Market Similarity War
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People

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

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