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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.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Mind
Ears
Barrier
Build
Penetrate
Building
Normally
Takes
Brand
Human
Barriers
Humans
Brands
Matter
Gray
Real
Decades

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A brand should strive to own a word in the mind of the consumer.
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Advertising is the way great brands get to be great brands.
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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 and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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 next generation product almost never comes from the previous generation.
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The Internet is the ultimate in brand-centered buying.
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Good things happen when you narrow your focus.
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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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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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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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