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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

Al Ries

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

Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
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
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
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Each year we send more and receive less.
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Each Less More Receive Send Year
War and marketing have many similarities.
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Many Market Similarity War
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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
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
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time 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

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

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