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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.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Much
Marketing
Range
Program
Branding
Pretty
Differentiate
Business
Cattle
Look
Cows
Looks
Alike
Even
Designed
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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 Internet is the ultimate in brand-centered buying.
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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 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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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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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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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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A brand should strive to own a word in the mind of the consumer.
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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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Branding is simply a more efficient way to sell things.
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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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The next generation product almost never comes from the previous generation.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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