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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: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Today
Communication
Firsts
Atheism
Year
First
Society
Years
Less
World
Fear
Send
Become
Rage
Problem
Receive

More quotes by Al Ries

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Advertising is the way great brands get to be great brands.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The Internet is the ultimate in brand-centered buying.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The next generation product almost never comes from the previous generation.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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Branding is simply a more efficient way to sell things.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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