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The Internet is the ultimate in brand-centered buying.

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Brand Buy Center Internet Ultimate

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

Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
You need to allow enough time for this forgetting to take place
AL RIES

Enough Ned Place Take Time Forget
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
The next generation product almost never comes from the previous generation.
AL RIES

Come Generations never Next Previous Product
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
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
To get into the consumer’s mind, you have to sacrifice.
AL RIES

Consumer Essence Info Mind Sacrifice
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.
AL RIES

Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real

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