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Good things happen when you narrow your focus.

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Focus Good Happen Narrow Thing

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

Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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
Each year we send more and receive less.
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Each Less More Receive Send Year
War and marketing have many similarities.
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Many Market Similarity War
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Positioning is not what you do to a product.
AL RIES

Mind Position Product
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
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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

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