black
grey
blue
red
brown
white

Even if all the cattle on the range look pretty much alike.

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Alike All Cattle Look Much Pretty Range

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Advertising is the way great brands get to be great brands.
AL RIES

Advertise Brand Great Way
The best way to make news is to announce a new category, not a new product.
AL RIES

Announce Best Category News Way Product
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Brand Business Customer Distinguishable Narrow Scope Singer Want World
War and marketing have many similarities.
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Many Market Similarity War
If you can build a powerful brand, you will have a powerful marketing program.
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Almost Brand Build Builder Come General Market Powerful Previous World
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
The next generation product almost never comes from the previous generation.
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Come Generations never Next Previous Product
A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Brand Business Cattle Cow Design Lok Market Other Program Range
That is, you position the product in the mind of the prospect.
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Mind Position Product You
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
A brand should strive to own a word in the mind of the consumer.
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Brand Consumer Mind Own Should Strive Word
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
You have to reduce the essence of your brand to a single thought or attribute.
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Already Attribute Brand Category Essence Own Reduce Single Thousand
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Brand Failure Fast Give Law Name One Route
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Behavior Brand Consumer Course Factor Important Leadership Motivate

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