The next generation product almost never comes from the previous generation.
AL RIESYou need to allow enough time for this forgetting to take place
More Al Ries Quotes
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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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Your brand’s power lies in dominance.
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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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You have to reduce the essence of your brand to a single thought or attribute.
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After a slow buildup, people become convinced that they have known about the brand forever.
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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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You must be willing to give up something in order to establish that unique position.
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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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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A successful branding program is based on the concept of singularity.
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Advertising is the way great brands get to be great brands.
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Good things happen when you narrow your focus.
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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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