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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Al Ries

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

An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
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
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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Allow Build Decade Ear Forget Normal Old Person Take Truth
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
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
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 Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
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

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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