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.
AL RIESThe real barrier (to building a brand) is the human mind.
More Al Ries Quotes
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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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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 next generation product almost never comes from the previous generation.
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It is better to have 50% of one market, instead of 10% of five markets.
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Your brand’s power lies in dominance.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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After a slow buildup, people become convinced that they have known about the brand forever.
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What should a brand leader advertise?
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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You need to allow enough time for this forgetting to take place
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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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The Internet is the ultimate in brand-centered buying.
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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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