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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

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
Branding is simply a more efficient way to sell things.
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Brand Efficient Sell Thing Way
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
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
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
Each year we send more and receive less.
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Each Less More Receive Send Year
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 most powerful concept in marketing is owning a word in the prospects mind.
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Business Concept Market Own Powerful Word
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Better Everyone New People
The crucial ingredient in the success of any brand is its claim to authenticity.
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Authenticity Claim Ingredient Success
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
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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Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The real barrier (to building a brand) is the human mind.
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Barrier Gray Human Matter Mind Real
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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Build Computer First Incent Mind Position Prospect
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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Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate

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

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