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A brand should strive to own a word in the mind of the consumer.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Consumers
Strive
Word
Mind
Consumer
Brand
Brands

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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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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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Advertising is the way great brands get to be great brands.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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 next generation product almost never comes from the previous generation.
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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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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.
Al Ries