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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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Mind
Newspapers
Comment
People
Slow
Display
Convinced
Brand
Friend
Store
Blurb
Successful
Brands
Retail
Forever
Slowly
Mention
Known
Magazines
Newspaper
Become
Stores
Magazine

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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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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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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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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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Advertising is the way great brands get to be great brands.
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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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War and marketing have many similarities.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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