“Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.” ShouldMindUseNamesBrandsPrimariesAttributesRegisterOf ContextBrand Names Author:Al Ries
“To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.” MindSacrificeEssenceBrandsConsumersCategoriesAttributes Author:Al Ries
