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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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES

Cancer Diamond Laser Source Week
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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 next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Brand Build Effort Else Focus Known Mind Nobody Owing Word
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers

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