Al Ries – The Godfather of Positioning

Al Ries has this to say about Tesla, and branding in general, in the 9 months prior to his passing:

“Prospects don’t file brands in alphabetical order. Or in timely order. They file brand names in categories. And they often list them by reputation or sales. Here is a typical example of how one prospect might file some automobile brand names.

Most prospects file Tesla in “electric cars,” especially first-time electric-vehicle buyers, who don’t remember any electric-vehicle brands except Tesla.

But where do they file Chevrolet?

General Motors made a serious error by not giving its’ Chevrolet electric vehicle a different brand name. The same mistake being made by almost every major automobile company in the world.

A new category demands a new brand name.”

I wrote an article on Coca-Cola last year and I sent it to Al Ries, he replied:

“Great article. Thanks for sending me a copy.  The research shows that Pepsi tastes better than Coke. But most consumers think the opposite. Why? Because the brand name affects the perception of taste.

“Take two bottles of wine with exactly the same contents. Mark one bottle $10 and the other bottle $20. Then do taste tests. Most consumers will think the $20 bottle tastes better.”

“All the best.

“AL“

Thank you Al, from the bottom of my Greek heart, for all you have given us in marketing.