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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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
World
Less
Fear
Send
Become
Rage
Problem
Receive
Today
Communication
Firsts
Atheism
First
Year
Years
Society

More quotes by Al Ries

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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
Al Ries
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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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The Internet is the ultimate in brand-centered buying.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The best way to make news is to announce a new category, not a new product.
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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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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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It's better to be first in the mind than to be first in the marketplace.
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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.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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A brand should strive to own a word in the mind of the consumer.
Al Ries
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
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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.
Al Ries
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
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The next generation product almost never comes from the previous generation.
Al Ries
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Branding is simply a more efficient way to sell things.
Al Ries
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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.
Al Ries
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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.
Al Ries