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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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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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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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Branding is simply a more efficient way to sell things.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Good things happen when you narrow your focus.
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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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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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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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War and marketing have many similarities.
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The next generation product almost never comes from the previous generation.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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It's better to be first in the mind than to be first in the marketplace.
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