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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

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Create Mind Perception Product Prospect Quite

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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
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
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
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 new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
AL RIES

Going Name New Product Require Simple Succesful
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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 CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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 should a brand leader advertise?
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Advertise Behavior Brand Important Leader
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
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

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