Only 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.
AL RIESThe next generation product almost never comes from the previous generation.
More Al Ries Quotes
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Each year we send more and receive less.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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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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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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Positioning is what you do to the mind of the prospect.
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What should a brand leader advertise?
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Positioning is not what you do to a product.
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Good things happen when you narrow your focus.
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If you can build a powerful brand, you will have a powerful marketing program.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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