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Words are the key to brand building.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Never forget leadership. No matter how small the market, don’t get duped into simply selling the benefits of the category early in the branding process.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
When you try to be everything, you wind up being nothing
Al Ries • Positioning: The Battle for Your Mind
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.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Ask not what percentage of an existing market your brand can achieve, ask how large a market your brand can create by narrowing its focus and owning a word in the mind.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Marketing is a battle of perceptions, not products
Al Ries • The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
When you don’t have the leading brand, your best strategy is to create a new category in which you can claim leadership.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Your brand should welcome healthy competition. It often brings more customers into the category.