After a slow buildup, people become convinced that they have known about the brand forever.
AL RIESYou need to allow enough time for this forgetting to take place
More Al Ries Quotes
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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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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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You must be willing to give up something in order to establish that unique position.
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You need to allow enough time for this forgetting to take place
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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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An attribute that nobody else already owns in your category.
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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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You have to reduce the essence of your brand to a single thought or attribute.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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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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