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The most powerful concept in marketing is owning a word in the prospects mind.

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Business Concept Market Own Powerful Word

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

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.
AL RIES

Answer Brand Own Three Trouble Two
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
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
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
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
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
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi

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