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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

Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
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
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIES

Answer Brand Own Three Trouble Two
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
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
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
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.
AL RIES

Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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 real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
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
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

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