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There’s no AND in BRAND #1

image A brand is one idea that creates a clear vision of what you do in the customer’s mind.

You can’t claim to do everything. We won’t believe you.

You can’t be web design and tech and strategy and code and marketing and…? There is no AND in BRAND. You don’t get to be two or more things.

I don’t want someone who is 1/12 as good at the service I need. I want someone who is amazing at it.

Pick one thing and be the go-to guy for that.

I teach word of mouth. That’s my brand. You know what I do, and I’m the first person you think of for that.

Now do your homework: Read Why Johnny Can’t Brand.

(More from my “There’s no AND in BRAND” series.)

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  1. Brian D. Shelton September 10, 2010 at 9:33 am #

    Andy, You couldn’t be more right about this one. Where so many brands fail is taking their “ownership” of a category and diluting it to the point of insignificance. The best brands own a word/phrase in the mind of consumers. You = word of mouth. FedEx = overnight. Subway = submarine sandwich. Starbucks = coffee. Be exceptional at one thing. Own that thing.

  2. Amir Homayoun Rafizadeh September 10, 2010 at 9:59 am #

    Great comments and as always you post great info and very sharp and precise to the point where it can be read in a short period of time

  3. Andrea September 10, 2010 at 12:45 pm #

    I agree, but what about people who DO have several skills, and use all of them successfully? For example, I am THE marketing department for the business I work for. This includes PR, copy writing, advertising, e-commerce/SEO, photography, graphic design, website, e-mail marketing, social media… If I were ever to be a full time freelancer, would it be wrong to say I am mainly X, but I can also do ABCD? You know, cross-selling your own services?

  4. Michael Monheit September 10, 2010 at 1:31 pm #

    Andy, Right on! I always say that strategic positioning is so much more about what you do not do. So many companies tried to keep adding on, where what they need to be doing is taking away… Hope you are well. Drop me a note and lets catch up.

  5. Sam Adams The Dog September 10, 2010 at 8:27 pm #

    You’re right for people. For enterprises, it’s more complicated. A software company might farm out their web design, but they will typically have to do “tech and strategy and code and marketing and…”. Externally, they generally achieve success by becoming the go-to organization for one or two things. Enterprises have to be generalists internally and specialists externally.


  1. There's no AND in BRAND #2 - October 29, 2010

    […] (More on this topic: There’s no AND in BRAND #1) […]

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