Being successful Quote by Al Ries
“When a really new product comes along, it's almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.”
About This Quote
Source Book: Positioning: The Battle for Your Mind by Al Ries & Jack Trout, 1981
Using an established brand name for a new product can dilute the original brand's meaning and confuse customers, so a distinct name helps the new offering occupy its own mental space.
In simple terms: Established brands can confuse new products; give new products their own name.
Key Takeaway
Give new products a fresh name to protect brand meaning.
Themes
branding
product launch
identity
marketing
strategy
Mood
cautious
strategic
Type
advisory
marketing
When to use this quote
- new product rollout
- rebranding
- market entry
- advertising campaigns
- product differentiation
Key Concepts
brand equity
mental positioning
consumer perception
Questions to Reflect On
- Is the new product truly different?
- How will the name affect customer expectations?
A Different Perspective
If the new product aligns closely with the existing brand’s core promise, sharing the name can leverage trust.
