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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.

Al Ries

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

If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Answer Brand Own Three Trouble Two
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
That is, you position the product in the mind of the prospect.
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Mind Position Product You
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
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
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
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
War and marketing have many similarities.
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Many Market Similarity War