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The real barrier (to building a brand) is the human mind.

Al Ries

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

It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
War and marketing have many similarities.
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Many Market Similarity War
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
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
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

The real barrier (to building a brand) is the human mind.

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