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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
What’s a brand? A singular idea or concept that you own inside the mind of the prospect. It’s as simple and as difficult as that.
Al Ries, Laura Ries • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
It’s about winning the war for popular opinion, teaching the world to abandon the old and embrace the new.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
The high-price creneau
Jack Trout • Positioning: The Battle for Your Mind
What does all this mean for a CEO, founder, or category creator of any kind? Your number one job is to change the way people think.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
The first step in any positioning program is to look inside the mind of the prospect.
Jack Trout • Positioning: The Battle for Your Mind
This calls for great restraint and subtlety. The big winners in business and in life are those people who have found open positions near the center of the spectrum. Not at the edge.
Jack Trout • Positioning: The Battle for Your Mind
The secret to establishing a successful position is to keep two things in balance: (1) A unique position with (2) an appeal that’s not too narrow.