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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Focus
Law
Contraction
Contractions
Narrow
Brand
Brands
Stronger
Becomes

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The crucial ingredient in the success of any brand is its claim to authenticity.
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Branding is simply a more efficient way to sell things.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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It's better to be first in the mind than to be first in the marketplace.
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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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The next generation product almost never comes from the previous generation.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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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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Good things happen when you narrow your focus.
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The Internet is the ultimate in brand-centered buying.
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A brand should strive to own a word in the mind of the consumer.
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The best way to make news is to announce a new category, not a new product.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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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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