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A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Much
Marketing
Range
Program
Branding
Pretty
Differentiate
Business
Cattle
Look
Cows
Looks
Alike
Even
Designed

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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
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The next generation product almost never comes from the previous generation.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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. After a slow buildup, people become convinced that they have known about the brand forever.
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Good things happen when you narrow your focus.
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War and marketing have many similarities.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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A successful branding program is based on the concept of singularity. 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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The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Advertising is the way great brands get to be great brands.
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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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A brand should strive to own a word in the mind of the consumer.
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