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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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The next generation product almost never comes from the previous generation.
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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Advertising is the way great brands get to be great brands.
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Branding is simply a more efficient way to sell things.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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 Internet is the ultimate in brand-centered buying.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.
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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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