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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
Scope
Narrow
Brands
Customers
Single
Word
Business
Distinguishable
Better
Shorter

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The crucial ingredient in the success of any brand is its claim to authenticity.
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It's better to be first in the mind than to be first in the marketplace.
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The next generation product almost never comes from the previous generation.
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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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 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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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 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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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Branding is simply a more efficient way to sell things.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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