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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Al Ries

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

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES

Evolve Ivory Tower Marketplace Mud Strategy Towers
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
Your brand’s power lies in dominance.
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Brand Dominance Lie Power
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Cancer Diamond Laser Source Week
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
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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
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 normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

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