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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

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

The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
That is, you position the product in the mind of the prospect.
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Mind Position Product You
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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 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
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
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful

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