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Your brand’s power lies in dominance.

Al Ries

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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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Each year we send more and receive less.
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Each Less More Receive Send Year
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
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
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
Positioning is not what you do to a product.
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Mind Position Product
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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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Cancer Coherem Energy Focus Laser Light Source Stream Weak
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
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

Your brand’s power lies in dominance.

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