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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.

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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful

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

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Positioning is not what you do to a product.
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Mind Position Product
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
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
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
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.
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Going Name New Product Require Simple Succesful
Each year we send more and receive less.
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Each Less More Receive Send Year
That is, you position the product in the mind of the prospect.
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Mind Position Product You
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
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
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

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