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A brand should strive to own a word in the mind of the consumer.

Al Ries

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

Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
That is, you position the product in the mind of the prospect.
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Mind Position Product You
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

A brand should strive to own a word in the mind of the consumer.

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