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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 crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
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
War and marketing have many similarities.
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Many Market Similarity War
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 should a brand leader advertise?
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Advertise Behavior Brand Important Leader
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind

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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