See Andy's other stuff:

RSS Feed

Follow Andy

Contact Me >>

Split personalilty

If you want people to talk about your stuff, then you need to pick one thing to be.

Answer this:  "It is the ______."
Not: "It is _____ AND ____"

A brand can’t be two things. You have to be the one.

Prius is Hybrid.
Camry is a family car, and also (sometimes) a hybrid.
Accord is a family car, and also (sometimes) a hybrid.

Prius wins. It will always by the one true hybrid.

Read these Al Ries classics (in this order): The 22 Immutable Laws of Branding, Positioning, and Focus

Email to a friend:

Privacy: We won't save or reuse these emails.


  1. Mark Tillison July 18, 2007 at 8:46 am #

    I recently worked with a business to focus its strategy. This business was only small (<6 people), but had a large portfolio of products and skill sets in the IT/AV spaces. It had worked with a number of clients in many different verticals and meant something different to each one.
    "We can do anything you want" is a very tough story to pitch to a new customer. How can you trust that? That sounds like, "we'll have a go at anything". Even if that's not the case, that's exactly what the potential client hears, and they don't trust it one bit.

Get My Newsletter!

Subscribe to Damn, I Wish I’d Thought of That! for a weekly email full of unusually useful ideas for smart marketers. Great marketing is about brains, not bucks. The best business ideas are easy to do, inexpensive, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers:

Never display this again