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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

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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
Positioning is not what you do to a product.
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Mind Position Product
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through

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

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