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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

Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
AL RIES

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES

Business Concept Market Own Powerful Word
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
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
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
A brand should strive to own a word in the mind of the consumer.
AL RIES

Brand Consumer Mind Own Should Strive Word
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
A successful branding program is based on the concept of singularity.
AL RIES

Based Brand Concept Mind Perception Program Successful
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
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
War and marketing have many similarities.
AL RIES

Many Market Similarity War
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget

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