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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Better
Shorter
Scope
Narrow
Brands
Customers
Single
Word
Business
Distinguishable

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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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 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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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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Branding is simply a more efficient way to sell things.
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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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Good things happen when you narrow your focus.
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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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A brand should strive to own a word in the mind of the consumer.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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It's better to be first in the mind than to be first in the marketplace.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries