If you want to build a successful brand, you have to unders… - Al Ries

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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. And then you have to become the first brand in this emerging new category.

Al Ries

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David Ogilvy Josh Kaufman Dave Trott Peter Thiel Dan S. Kennedy

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To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind.

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To build a new brand, you must overcome the logical notion of serving a market. Instead you must focus on creating a market.

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… - Al Ries

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