It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIESA successful branding program is based on the concept of singularity.
More Al Ries Quotes
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Positioning is what you do to the mind of the prospect.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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The best way to make news is to announce a new category, not a new product.
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That is, you position the product in 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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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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The next generation product almost never comes from the previous generation.
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The real barrier (to building a brand) is the human mind.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Positioning is how you differentiate yourself in the mind of the prospect.
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