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A successful branding program is based on the concept of singularity.

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Based Brand Concept Mind Perception Program Successful

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

You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
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
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES

Band ContrAction Focus Law Narrow Stronger
Positioning is not what you do to a product.
AL RIES

Mind Position Product
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success

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