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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
Today
Communication
Firsts
Atheism
First
Year
Years
Society
World
Less
Fear
Send
Become
Rage
Problem
Receive

More quotes by Al Ries

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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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Branding is simply a more efficient way to sell things.
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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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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.
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The best way to make news is to announce a new category, not a new product.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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It's better to be first in the mind than to be first in the marketplace.
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The Internet is the ultimate in brand-centered buying.
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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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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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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.
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The next generation product almost never comes from the previous generation.
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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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War and marketing have many similarities.
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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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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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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.
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