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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Al Ries

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
You must be willing to give up something in order to establish that unique position.
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Establish Give Must Order Something Unique Position Willi
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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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
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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Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Allow Build Decade Ear Forget Normal Old Person Take Truth
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Company Hand Mental Mind Position Product Upper
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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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Going Name New Product Require Simple Succesful
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
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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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
Your brand’s power lies in dominance.
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Brand Dominance Lie Power

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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