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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

Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
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
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Positioning is not what you do to a product.
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Mind Position Product
Each year we send more and receive less.
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Each Less More Receive Send Year
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
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

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

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