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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.

Al Ries

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

The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
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
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
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
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

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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