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

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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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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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Advertising is the way great brands get to be great brands.
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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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Good things happen when you narrow your focus.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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It's better to be first in the mind than to be first in the marketplace.
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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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Branding is simply a more efficient way to sell things.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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War and marketing have many similarities.
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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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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