When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESWhen a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESYou have to reduce the essence of your brand to a single thought or attribute.
AL RIESEach year we send more and receive less.
AL RIESA 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 RIESStrategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIESYour brand’s power lies in dominance.
AL RIESAfter a slow buildup, people become convinced that they have known about the brand forever.
AL RIESA successful branding program is based on the concept of singularity.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIESCustomers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIESPositioning is not what you do to a product.
AL RIESA branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIESThe best way to make news is to announce a new category, not a new product.
AL RIESAn attribute that nobody else already owns in your category.
AL RIESThat is, you position the product in the mind of the prospect.
AL RIESMarketing is not selling. Marketing is building a brand in the mind of the prospect.
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