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.
AL RIESIt’s the first company to build the mental position that has the upper hand, not the first company to make the product.
More Al Ries Quotes
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The next generation product almost never comes from the previous generation.
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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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Advertising is the way great brands get to be great brands.
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The Internet is the ultimate in brand-centered buying.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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.
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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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A successful branding program is based on the concept of singularity.
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An attribute that nobody else already owns in your category.
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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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It’s better to be first in the mind than to be first in the marketplace.
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The essence of positioning is sacrifice.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Even if all the cattle on the range look pretty much alike.
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