black
grey
blue
red
brown
white

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

Al Ries

Popular Authors

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

War and marketing have many similarities.
AL RIES

Many Market Similarity War
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES

Communication Fear Overcommnicate Problem Society World Year
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES

Create Mind Perception Product Prospect Quite
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 RIES

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES

Almost Brand Build Builder Come General Market Powerful Previous World
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
An attribute that nobody else already owns in your category.
AL RIES

Already Attribute Else Nobody Own Through
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES

Brand Business Cattle Cow Design Lok Market Other Program Range
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES

Already Attribute Brand Category Essence Own Reduce Single Thousand
That is, you position the product in the mind of the prospect.
AL RIES

Mind Position Product You
The real barrier (to building a brand) is the human mind.
AL RIES

Barrier Gray Human Matter Mind Real
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing

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

Related Topics

Popular Authors

More Al Ries Quotes