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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.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Nobody
Branding
Focus
Owning
Effort
Owns
Word
Prospect
Else
Brand
Must
Brands
Mind
Efforts
Build

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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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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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Branding is simply a more efficient way to sell things.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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.
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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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The next generation product almost never comes from the previous generation.
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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 not what you do to a product. Positioning is what you do to 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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It's better to be first in the mind than to be first in the marketplace.
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