If you can build a powerful brand, you will have a powerful marketing program.
AL RIESCustomers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
More Al Ries Quotes
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Good things happen when you narrow your focus.
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That is, you position the product in the mind of the prospect.
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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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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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The best way to make news is to announce a new category, not a new product.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Positioning is what you do to the mind of the prospect.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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After a slow buildup, people become convinced that they have known about the brand forever.
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Branding is simply a more efficient way to sell things.
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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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