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Branding is simply a more efficient way to sell things.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Branding
Efficient
Sell
Sells
Simply
Way
Things

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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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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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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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War and marketing have many similarities.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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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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The next generation product almost never comes from the previous generation.
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Advertising is the way great brands get to be great brands.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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The Internet is the ultimate in brand-centered buying.
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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 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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Good things happen when you narrow your focus.
Al Ries