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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

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

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIES

Brand Business Customer Distinguishable Narrow Scope Singer Want World
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
Branding is simply a more efficient way to sell things.
AL RIES

Brand Efficient Sell Thing Way
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
War and marketing have many similarities.
AL RIES

Many Market Similarity War
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
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.
AL RIES

Answer Brand Own Three Trouble Two
Even if all the cattle on the range look pretty much alike.
AL RIES

Alike All Cattle Look Much Pretty Range
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing

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