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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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Factors
Behavior
Advertise
Leadership
Motivating
Single
Consumer
Leader
Factor
Courses
Brand
Course
Brands
Important
Consumers

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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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 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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Advertising is the way great brands get to be great brands.
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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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War and marketing have many similarities.
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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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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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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries