Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIESYou must be willing to give up something in order to establish that unique position.
More Al Ries Quotes
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Your brand’s power lies in dominance.
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The next generation product almost never comes from the previous generation.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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You must be willing to give up something in order to establish that unique position.
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Branding is simply a more efficient way to sell things.
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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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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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Good things happen when you narrow your focus.
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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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To get into the consumer’s mind, you have to sacrifice.
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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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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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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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