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

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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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The Internet is the ultimate in brand-centered buying.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Good things happen when you narrow your focus.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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The best way to make news is to announce a new category, not a new product.
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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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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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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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