Al Ries,Laura Ries

The Origin of Brands

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    Mikie Joneshas quoted2 years ago
    What matters is not what’s on the market. What matters is what’s in the mind.
    Mikie Joneshas quoted2 years ago
    Forget hindsight. This book was written to improve your foresight. To show you that you don’t need to be a visionary to predict the future.
    Mikie Joneshas quoted2 years ago
    wasn’t ABC, CBS, or NBC that started ESPN, the first cable-television sports network. It was Scott Rasmussen and his father, Bill Rasmussen, who launched ESPN with a $9,000 cash advance on a credit card.
    Mikie Joneshas quoted2 years ago
    nature, changes in the environment create the conditions that cause species to diverge. In business, changes in technology and in the cultural environment create the conditions that cause categories to diverge.
    mail22801has quoted3 years ago
    stead of building expensive campuses, the University of Phoenix leases relatively inexpensive office space for its classrooms.
    Often, a manager is the victim of his or her own expertise. A common reaction to an idea like the one used by the University of Phoenix is “That’s not the way it’s done in our industry.”
    “That’s not the way it’s done” is usually a good indication that an idea has merit. Don’t ask, does the idea make sense? Ask whether the idea is the opposite of the leader’s strategy
    mail22801has quoted3 years ago
    No Use Crying over Spilled Milk
    Once the opportunity to create a category has passed you by, you might as well forget about it and look for other opportunities
    mail22801has quoted3 years ago
    oca-Cola missed the caffeinated, carbonated citrus category (pioneered by Mountain Dew), so they tried to get into the game with Mello Yello. That didn’t work, so they tried Surge, which didn’t work either.
    Coca-Cola missed the spicy cola category (pioneered by Dr Pepper), so they tried to get into the game with Mr. Pibb. That didn’t work either
    mail22801has quoted3 years ago
    Breakthrough products capture the public’s imagination, but they play only a minor role in branding. More money can be made more easily and more quickly with mundane products that are effectively marketed
    mail22801has quoted3 years ago
    Two Brands Cannot Occupy the Same Position
    In the struggle for life, no two species (or two brands) can occupy the same position. If they try to do so, one species (or one brand) will drive the other to extinction
    mail22801has quoted3 years ago
    In other words, the best way to build a brand is not by going after an existing category, but by creating a new category you can be first in
    mail22801has quoted3 years ago
    A New Category Needs a New Name
    mail22801has quoted3 years ago
    Each new category creates an opportunity for a new brand. Sadly,
    most companies “stretch” an existing brand to cover the new category.
    This represents the biggest mistake in marketing
    mail22801has quoted3 years ago
    A brand is valuable for one reason and for one reason only. It dominates a category. Coca-Cola, the world’s most valuable brand, is valuable because it dominates the cola category worldwide.
    mail22801has quoted3 years ago
    Names do matter. Depending on the category, the name alone can represent the primary reason for the brand’s success
    mail22801has quoted3 years ago
    Why was Lite successful and Gablinger’s not? One reason is the name. “Give me a Gablinger’s”? Sounds like you’re asking for a Polish sausage
    mail22801has quoted3 years ago
    The Great Tree of Brands
    If you want to build a successful brand, you have to understand divergence. You have to look for opportunities to create new categories by divergence of existing categories
    mail22801has quoted3 years ago
    How do new branches arise? By divergence of existing branches
    mail22801has quoted3 years ago
    What was the size of the motion-picture animation market the day Walt Disney’s Mickey Mouse appeared for the first time
    mail22801has quoted3 years ago
    In all of these eight cases, the size of the market, for all practical purposes, was zero. Eight of the world’s ten most valuable brands were created by divergence from an existing category
    Anton Trishinhas quoted4 years ago
    How do you increase your chance of success in the new-product game? It’s simple. You just predict the future.
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