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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Business
Cattle
Look
Cows
Looks
Alike
Even
Designed
Much
Marketing
Range
Program
Branding
Pretty
Differentiate

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It's better to be first in the mind than to be first in the marketplace.
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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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Branding is simply a more efficient way to sell things.
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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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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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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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Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
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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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War and marketing have many similarities.
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A brand should strive to own a word in the mind of the consumer.
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