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You have to reduce the essence of your brand to a single thought or attribute.

Al Ries

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

Positioning is what you do to the mind of the prospect.
AL RIES

Mind Position Prospect What
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
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
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 crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
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
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
War and marketing have many similarities.
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Many Market Similarity War

You have to reduce the essence of your brand to a single thought or attribute.

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