A core rule of branding…

Here’s one of my favourite ever quotes about branding…

“A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.

Can a successful brand appeal to everybody? No. The same concept of singularity makes certain that no one brand can possibly have a universal appeal.”

Al & Laura Ries, marketing strategists

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