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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.

Al Ries

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
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
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
Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
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
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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
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
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through

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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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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Popular Authors

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