Quote

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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Must
Brands
Mind
Efforts
Build
Nobody
Branding
Focus
Owning
Effort
Owns
Word
Prospect
Else
Brand

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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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War and marketing have many similarities.
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Good things happen when you narrow your focus.
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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.
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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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The most powerful concept in marketing is owning a word in the prospects 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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Branding is simply a more efficient way to sell things.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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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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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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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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Advertising is the way great brands get to be great brands.
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