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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.

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Going Name New Product Require Simple Succesful

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Branding is simply a more efficient way to sell things.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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Even if all the cattle on the range look pretty much alike.
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After a slow buildup, people become convinced that they have known about the brand forever.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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That is, you position the product in the mind of the prospect.
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Each year we send more and receive less.
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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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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 RIES

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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The essence of positioning is sacrifice.
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The real barrier (to building a brand) is the human mind.
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