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.
AL RIESIf 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.
More Al Ries Quotes
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What should a brand leader advertise?
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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is not what you do to a product.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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You must be willing to give up something in order to establish that unique position.
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A successful branding program is based on the concept of singularity.
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The essence of positioning is sacrifice.
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That is, you position the product 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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