Quote

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
Market
Singularity
Program
Branding
Based
Prospect
Products
Creates
Quite
Concept
Successful
Product
Mind
Concepts
Like
Perception

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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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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Branding is simply a more efficient way to sell things.
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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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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 next generation product almost never comes from the previous generation.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Good things happen when you narrow your focus.
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War and marketing have many similarities.
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Marketing is not selling. Marketing is building a brand 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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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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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 and timing are the Himalayas of marketing. Everything else is the Catskills.
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