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 RIESStrategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
More Al Ries Quotes
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To get into the consumer’s mind, you have to sacrifice.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Positioning is how you differentiate yourself in the mind of the prospect.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The real barrier (to building a brand) is the human mind.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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A brand should strive to own a word in the mind of the consumer.
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Good things happen when you narrow your focus.
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A successful branding program is based on the concept of singularity.
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It is better to have 50% of one market, instead of 10% of five markets.
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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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War and marketing have many similarities.
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You must be willing to give up something in order to establish that unique position.
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You need to allow enough time for this forgetting to take place
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