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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
Law
Contraction
Contractions
Narrow
Brand
Brands
Stronger
Becomes
Focus

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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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Advertising is the way great brands get to be great brands.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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War and marketing have many similarities.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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The Internet is the ultimate in brand-centered buying.
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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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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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