A successful branding program is based on the concept of singularity.
AL RIESIt’s better to be first in the mind than to be first in the marketplace.
More Al Ries Quotes
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It’s better to be first in the mind than to be first in the marketplace.
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To get into the consumer’s mind, you have to sacrifice.
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Even if all the cattle on the range look pretty much alike.
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The real barrier (to building a brand) is the human mind.
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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 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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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It is better to have 50% of one market, instead of 10% of five markets.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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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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