A successful branding program is based on the concept of singularity.
AL RIESIt creates in the mind of the prospect the perception that there is no product on the market quite like your product.
More Al Ries Quotes
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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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You must be willing to give up something in order to establish that unique position.
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You have to reduce the essence of your brand to a single thought or attribute.
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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 need to allow enough time for this forgetting to take place
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War and marketing have many similarities.
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That is, you position the product in the mind of the prospect.
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It is better to have 50% of one market, instead of 10% of five markets.
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To get into the consumer’s mind, you have to sacrifice.
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After a slow buildup, people become convinced that they have known about the brand forever.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Even if all the cattle on the range look pretty much alike.
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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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Positioning is not what you do to a product.
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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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