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 RIESIf 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 RIESYou must be willing to give up something in order to establish that unique position.
AL RIESChanging the direction of a large company is like trying to turn an aircraft carrier.
AL RIESOnly 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 RIESThe 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.
AL RIESA branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIESYour brand’s power lies in dominance.
AL RIESWhat’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
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 RIESPositioning is what you do to the mind of the prospect.
AL RIESWhen a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESTo get into the consumer’s mind, you have to sacrifice.
AL RIESCustomers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
AL RIESBrand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES