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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
Stronger
Becomes
Focus
Law
Contraction
Contractions
Narrow
Brand
Brands

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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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The Internet is the ultimate in brand-centered buying.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Advertising is the way great brands get to be great brands.
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The best way to make news is to announce a new category, not a new product.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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 brand should strive to own a word in the mind of the consumer.
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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The next generation product almost never comes from the previous generation.
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Good things happen when you narrow your focus.
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War and marketing have many similarities.
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Branding is simply a more efficient way to sell things.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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