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Positioning is what you do to the mind of the prospect.

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Mind Position Prospect What

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

Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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 crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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 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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
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
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
Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
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
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
Each year we send more and receive less.
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Each Less More Receive Send Year
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth

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