To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
Good things happen when you narrow your focus. - Al Ries
Good things happen when you narrow your focus.
- Al Ries
A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pret… - Al Ries
A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pret…
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower. - Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
A brand should strive to own a word in the mind of the consumer. - Al Ries
A brand should strive to own a word in the mind of the consumer.
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus. - Al Ries
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Everyone is interested in what‘s new. Few people are interested in what‘s better. - Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product … - Al Ries
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product …
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. - Al Ries
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Marketing is not selling. Marketing is building a brand in the mind of the prospect. - Al Ries
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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