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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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Brand Business Cattle Cow Design Lok Market Other Program Range

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The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
After a slow buildup, people become convinced that they have known about the brand forever.
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Brand Convince Forever Known Peop Slow
But with a laser, you can drill a hole in a diamond or wipe out cancer.
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That is, you position the product in the mind of the prospect.
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Mind Position Product You
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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Along Come Mistake New Product Really Simple Successful
The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Bvious Define Known Ladder Name Occupy Reason Rung Sharp Sit Top Well
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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Brand Build Effort Else Focus Known Mind Nobody Owing Word
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
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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Build Computer First Incent Mind Position Prospect
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
A successful branding program is based on the concept of singularity.
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Based Brand Concept Mind Perception Program Successful
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertise Catskill Else Everything Himalaya Market Strategy Time

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