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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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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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.
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Going Name New Product Require Simple Succesful
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
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
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
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 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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Each year we send more and receive less.
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Each Less More Receive Send Year
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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

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