The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESIBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
More Al Ries Quotes
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It’s better to be first in the mind than to be first in the marketplace.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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The real barrier (to building a brand) is the human mind.
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To get into the consumer’s mind, you have to sacrifice.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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It is better to have 50% of one market, instead of 10% of five markets.
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Advertising is the way great brands get to be great brands.
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Branding is simply a more efficient way to sell things.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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The best way to make news is to announce a new category, not a new product.
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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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