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It is better to have 50% of one market, instead of 10% of five markets.

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Better Have Instead Market Prospect

Bagwalas

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

The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
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
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIES

Answer Brand Own Three Trouble Two
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.
AL RIES

Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The Internet is the ultimate in brand-centered buying.
AL RIES

Brand Buy Center Internet Ultimate
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
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
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
That is, you position the product in the mind of the prospect.
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Mind Position Product You

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