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.
A brand should strive to own a word in the mind of the consumer.
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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.
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.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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.
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.
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.
The best way to make news is to announce a new category, not a new product.
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Advertising is the way great brands get to be great brands.
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
The most powerful concept in marketing is owning a word in the prospects mind.
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
The crucial ingredient in the success of any brand is its claim to authenticity.
THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name.
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.
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.
Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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