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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More Al Ries Quotes
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Positioning is not what you do to a product.
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An attribute that nobody else already owns in your category.
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The most powerful concept in marketing is owning a word in the prospects mind.
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You need to allow enough time for this forgetting to take place
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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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The Internet is the ultimate in brand-centered buying.
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It’s better to be first in the mind than to be first in the marketplace.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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That is, you position the product in the mind of the prospect.
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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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If you can build a powerful brand, you will have a powerful marketing program.
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Advertising is the way great brands get to be great brands.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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