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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

You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
War and marketing have many similarities.
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Many Market Similarity War
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
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
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

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