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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.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Problem
Receive
Today
Communication
Firsts
Atheism
First
Year
Years
Society
World
Less
Fear
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Rage
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Advertising is the way great brands get to be great brands.
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Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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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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It's better to be first in the mind than to be first in the marketplace.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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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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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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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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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 next generation product almost never comes from the previous generation.
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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.
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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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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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The Internet is the ultimate in brand-centered buying.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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