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Marketing is not selling. Marketing is building a brand in the mind of the prospect.

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Brand Build Market Mind Prospect Sell

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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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
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’s better to be first in the mind than to be first in the marketplace.
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Better Business First Marketplace Mind
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Create Mind Perception Product Prospect Quite
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
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
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
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
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
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

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