It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIESOnly 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.
More Al Ries Quotes
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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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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Positioning is not what you do to a product.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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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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It is better to have 50% of one market, instead of 10% of five markets.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Good things happen when you narrow your focus.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Positioning is what you do to the mind of the prospect.
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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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To get into the consumer’s mind, you have to sacrifice.
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A brand should strive to own a word in the mind of the consumer.
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