Al Ries Quotes
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
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A brand should strive to own a word in the mind of the consumer.
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To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Good things happen when you narrow your focus.
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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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The next generation product almost never comes from the previous generation.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The Internet is the ultimate in brand-centered buying.
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War and marketing have many similarities.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.
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Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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The most powerful concept in marketing is owning a word in the prospects mind.
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It's better to be first in the mind than to be first in the marketplace.
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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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.
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The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Advertising is the way great brands get to be great brands.
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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Branding is simply a more efficient way to sell things.
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