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

More quotes by Al Ries

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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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 best way to make news is to announce a new category, not a new product.
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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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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.
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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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Advertising is the way great brands get to be great brands.
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Good things happen when you narrow your focus.
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The most powerful concept in marketing is owning a word in the prospects mind.
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War and marketing have many similarities.
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A brand should strive to own a word in the mind of the consumer.
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