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Marketing is not selling. Marketing is building a brand in the mind of the prospect.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Building
Mind
Prospect
Brand
Brands
Marketing
Selling

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Advertising is the way great brands get to be great brands.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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A brand should strive to own a word in the mind of the consumer.
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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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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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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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It's better to be first in the mind than to be first in the marketplace.
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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 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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Good things happen when you narrow your focus.
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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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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 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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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War and marketing have many similarities.
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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.
Al Ries