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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

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

The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Along Come Mistake New Product Really Simple Successful
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 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
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
Positioning is not what you do to a product.
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Mind Position 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

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