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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

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

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
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
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up

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