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
Like
Wrong
Large
Turns
Longer
Happens
Turn
Carrier
Change
Takes
Aircraft
Anything
Courses
Mile
Back
Course
Miles
Even
Company
Direction
Trying
Getting
Changing

More quotes by Al Ries

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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Good things happen when you narrow your focus.
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Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
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Advertising is the way great brands get to be great brands.
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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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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
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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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A brand should strive to own a word in the mind of the consumer.
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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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Branding is simply a more efficient way to sell things.
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The most powerful concept in marketing is owning a word in the prospects mind.
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What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.
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The best way to make news is to announce a new category, not a new product.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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.
Al Ries