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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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brands
Market
Lies
Instead
Five
Lying
Dominance
Power
Markets
Better
Brand

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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Good things happen when you narrow your focus.
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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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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 next generation product almost never comes from the previous generation.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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The Internet is the ultimate in brand-centered buying.
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War and marketing have many similarities.
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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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The best way to make news is to announce a new category, not a new product.
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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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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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If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.
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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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