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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

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

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You

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