Share
×
Inspirational Quotes
Authors
Professions
Topics
Tags
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
Share
Change background
T
T
T
Change font
Original
TAGS & TOPICS
Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Turns
Longer
Happens
Turn
Carrier
Change
Takes
Aircraft
Anything
Courses
Mile
Back
Course
Miles
Even
Company
Direction
Trying
Getting
Changing
Like
Wrong
Large
More quotes by Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
The next generation product almost never comes from the previous generation.
Al Ries
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
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.
Al Ries
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.
Al Ries
War and marketing have many similarities.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
Good things happen when you narrow your focus.
Al Ries
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries
Advertising is the way great brands get to be great brands.
Al Ries
It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place
Al Ries
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
Al Ries
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.
Al Ries
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
Al Ries
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries