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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.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Word
Context
Use
Regular
Take
Brand
Mind
Primaries
Primary
Connote
Brands
Attribute
Generally
Register
Names
Attributes

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Good things happen when you narrow your focus.
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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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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It's better to be first in the mind than to be first in the marketplace.
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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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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 next generation product almost never comes from the previous generation.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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The best way to make news is to announce a new category, not a new product.
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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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