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 pretty much alike.
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
A brand should strive to own a word in the mind of the consumer.
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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 on the market quite like your product.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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.
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
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.
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.
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.
The best way to make news is to announce a new category, not a new product.
Advertising is the way great brands get to be great brands.
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
The most powerful concept in marketing is owning a word in the prospects mind.
If you can build a powerful brand, you will have a powerful marketing program. 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.
The crucial ingredient in the success of any brand is its claim to authenticity.
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. But with a laser, you can drill a hole in a diamond or wipe out cancer.
THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name.
The next generation product almost never comes from the previous generation.
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.
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