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Advertising is the way great brands get to be great brands.

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Advertise Brand Great Way

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

IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
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
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
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
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
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
Positioning is how you differentiate yourself in the mind of the prospect.
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Differentiate Mind Position Product Yourself
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 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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People

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