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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Al Ries

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate
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
Positioning is not what you do to a product.
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Mind Position Product
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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Answer Brand Own Three Trouble Two
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Communication Fear Overcommnicate Problem Society World Year
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Evolve Ivory Tower Marketplace Mud Strategy Towers
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.
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Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Brand Build Market Mind Prospect Sell
The best way to make news is to announce a new category, not a new product.
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Announce Best Category News Way Product
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
Each year we send more and receive less.
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Each Less More Receive Send Year
A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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Cancer Coherem Energy Focus Laser Light Source Stream Weak
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
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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Brand Build Effort Else Focus Known Mind Nobody Owing Word
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

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