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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.

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Brand Build Effort Else Focus Known Mind Nobody Owing Word

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

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
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
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
Positioning is not what you do to a product.
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Mind Position Product
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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 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
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
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
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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 essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up

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