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

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Good things happen when you narrow your 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.
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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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Advertising is the way great brands get to be great brands.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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 best way to make news is to announce a new category, not a new product.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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It's better to be first in the mind than to be first in the marketplace.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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.
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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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A brand should strive to own a word in the mind of the consumer.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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