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You need to allow enough time for this forgetting to take place

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Enough Ned Place Take Time Forget

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

Positioning is not what you do to a product.
AL RIES

Mind Position Product
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
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
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES

Brand Failure Fast Give Law Name One Route
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
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
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product

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