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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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Successful
Product
Mind
Concepts
Like
Perception
Market
Singularity
Program
Branding
Based
Prospect
Products
Creates
Quite
Concept

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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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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Branding is simply a more efficient way to sell things.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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War and marketing have many similarities.
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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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It's better to be first in the mind than to be first in the marketplace.
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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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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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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 next generation product almost never comes from the previous generation.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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 Internet is the ultimate in brand-centered buying.
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