Quote

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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Change
Takes
Aircraft
Anything
Courses
Mile
Back
Course
Miles
Even
Company
Direction
Trying
Getting
Changing
Like
Wrong
Large
Turns
Longer
Happens
Turn
Carrier

More quotes by Al Ries

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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The next generation product almost never comes from the previous generation.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Good things happen when you narrow your focus.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Advertising is the way great brands get to be great brands.
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The most powerful concept in marketing is owning a word in the prospects mind.
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The best way to make news is to announce a new category, not a new product.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Branding is simply a more efficient way to sell things.
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