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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Advertising is the way great brands get to be great brands.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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 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 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 not selling. Marketing is building a brand in the mind of the prospect.
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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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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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 best way to make news is to announce a new category, not a new 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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Branding is simply a more efficient way to sell things.
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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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