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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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Along Come Mistake New Product Really Simple Successful

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

A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Each year we send more and receive less.
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Each Less More Receive Send 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
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
AL RIES

Going Name New Product Require Simple Succesful
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
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
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product

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