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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
Pretty
Differentiate
Business
Cattle
Look
Cows
Looks
Alike
Even
Designed
Much
Marketing
Range
Program
Branding
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The next generation product almost never comes from the previous generation.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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The Internet is the ultimate in brand-centered buying.
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Advertising is the way great brands get to be great brands.
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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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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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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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. But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The best way to make news is to announce a new category, not a new product.
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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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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. You need to allow enough time for this forgetting to take place
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Branding is simply a more efficient way to sell things.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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