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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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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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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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The best way to make news is to announce a new category, not a new product.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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