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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

It’s better to be first in the mind than to be first in the marketplace.
AL RIES

Better Business First Marketplace Mind
Even if all the cattle on the range look pretty much alike.
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Alike All Cattle Look Much Pretty Range
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.
AL RIES

Cancer Coherem Energy Focus Laser Light Source Stream Weak
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.
AL RIES

Achieve Advertisement Fancy Handle Objective Pack Public Relationship Sale Promotion Worlld
The Internet is the ultimate in brand-centered buying.
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Brand Buy Center Internet Ultimate
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
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES

Build Computer First Incent Mind Position Prospect
It is better to have 50% of one market, instead of 10% of five markets.
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Better Have Instead Market Prospect
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES

Company Hand Mental Mind Position Product Upper
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
Positioning is what you do to the mind of the prospect.
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Mind Position Prospect What
Good things happen when you narrow your focus.
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Focus Good Happen Narrow Thing
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
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
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
AL RIES

Allow Build Decade Ear Forget Normal Old Person Take Truth
You need to allow enough time for this forgetting to take place
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Enough Ned Place Take Time Forget

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