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

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
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range

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