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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

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Brand Business Customer Distinguishable Narrow Scope Singer Want World

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

That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
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
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
War and marketing have many similarities.
AL RIES

Many Market Similarity War
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful

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