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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
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
To get into the consumer’s mind, you have to sacrifice.
AL RIES

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
Positioning is not what you do to a product.
AL RIES

Mind Position Product
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
War and marketing have many similarities.
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Many Market Similarity War

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