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.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
More Al Ries Quotes
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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Positioning is what you do to the mind of the prospect.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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An attribute that nobody else already owns in your category.
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Even if all the cattle on the range look pretty much alike.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Each year we send more and receive less.
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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Your brand’s power lies in dominance.
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