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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong

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

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Going Name New Product Require Simple Succesful
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
Positioning is not what you do to a product.
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Mind Position Product
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
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
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
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
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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use

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