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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

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
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
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.
AL RIES

Going Name New Product Require Simple Succesful
Advertising is the way great brands get to be great brands.
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Advertise Brand Great Way
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
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
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
War and marketing have many similarities.
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Many Market Similarity War
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
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
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
Changing the direction of a large company is like trying to turn an aircraft carrier.
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Aircraft Carrier Change Company Direction Try Trying
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.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth

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