Quote

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.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Answer
Question
Answers
Trouble
Words
Three
Two
Brand
Brands

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It's better to be first in the mind than to be first in the marketplace.
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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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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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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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A brand should strive to own a word in the mind of the consumer.
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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 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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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.
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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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Advertising is the way great brands get to be great brands.
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War and marketing have many similarities.
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Branding is simply a more efficient way to sell things.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries