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

Related Topics

Evolve Ivory Tower Marketplace Mud Strategy Towers

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Popular Authors

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

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

Brand Failure Fast Give Law Name One Route
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
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
The most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
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
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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
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
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
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
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect

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