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Everyone is interested in what‘s new. Few people are interested in what‘s better.

Related Topics

Better Everyone New People

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Popular Authors

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

To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
War and marketing have many similarities.
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Many Market Similarity War
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Positioning is not what you do to a product.
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Mind Position Product
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real

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