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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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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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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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Advertising is the way great brands get to be great brands.
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What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.
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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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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 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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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