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Good things happen when you narrow your focus.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Things
Narrow
Focus
Happen
Happens
Good

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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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It's better to be first in the mind than to be first in the marketplace.
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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 should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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Advertising is the way great brands get to be great brands.
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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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The Internet is the ultimate in brand-centered buying.
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The best way to make news is to announce a new category, not a new product.
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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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Branding is simply a more efficient way to sell things.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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