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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Narrow
Brands
Customers
Single
Word
Business
Distinguishable
Better
Shorter
Scope

More quotes by Al Ries

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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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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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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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Branding is simply a more efficient way to sell things.
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The Internet is the ultimate in brand-centered buying.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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 not selling. Marketing is building a brand in the mind of the prospect.
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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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 next generation product almost never comes from the previous generation.
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Advertising is the way great brands get to be great brands.
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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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