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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

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

Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
That is, you position the product in the mind of the prospect.
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Mind Position Product You
It’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Positioning is not what you do to a product.
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Mind Position Product
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
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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
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

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.

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