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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
amazon.com
ompanies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.
Al Ries • Positioning: The Battle for Your Mind
“The best approach in over-communicated society is the oversimplified message.” — Al Ries
Sari Azout • From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
In the positioning era, the single most important marketing decision you can make is what to name the product.
Jack Trout • Positioning: The Battle for Your Mind
“History shows that the first brand into the brain gets twice the long-term market share of the No. 2 brand and twice again as much as the No. 3 brand,”