It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIESThe 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.
More Al Ries Quotes
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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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That is, you position the product in the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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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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A brand should strive to own a word in the mind of the consumer.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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You need to allow enough time for this forgetting to take place
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Positioning is what you do to the mind of the prospect.
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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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You have to reduce the essence of your brand to a single thought or attribute.
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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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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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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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It is better to have 50% of one market, instead of 10% of five markets.
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A successful branding program is based on the concept of singularity.
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Advertising is the way great brands get to be great brands.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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.
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Even if all the cattle on the range look pretty much alike.
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Each year we send more and receive less.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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It’s better to be first in the mind than to be first in the marketplace.
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After a slow buildup, people become convinced that they have known about the brand forever.
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