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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

Related Topics

Brand Business Customer Distinguishable Narrow Scope Singer Want World

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

The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
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
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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Business Company Market Objective Ultimate
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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Band ContrAction Focus Law Narrow Stronger
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
The essence of positioning is sacrifice.
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Essence Giving Sacrifice Unique Up
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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Along Come Mistake New Product Really Simple Successful
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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Going Name New Product Require Simple Succesful
Positioning is not what you do to a product.
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Mind Position Product
To get into the consumer’s mind, you have to sacrifice.
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Consumer Essence Info Mind Sacrifice
An attribute that nobody else already owns in your category.
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Already Attribute Else Nobody Own Through
What should a brand leader advertise?
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Advertise Behavior Brand Important Leader
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
Each year we send more and receive less.
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Each Less More Receive Send Year

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