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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
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
amazon.com
Al Ries and Jack Trout: Positioning: The Battle for Your Mind (McGraw-Hill). Ries
Ash Maurya • Running Lean: Iterate from Plan A to a Plan That Works (Lean (O'Reilly))
Marketing is a battle of perceptions, not products
Al Ries • The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
When you try to be everything, you wind up being nothing
Al Ries • Positioning: The Battle for Your Mind
The biggest mistake a consumer company can make, Arnault says, is to delegate advertising to the marketing department.