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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
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Economist
Atlanta
Georgia
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More quotes by Al Ries
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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Good things happen when you narrow your focus.
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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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The Internet is the ultimate in brand-centered buying.
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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.
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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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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 best way to make news is to announce a new category, not a new product.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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 brand should strive to own a word in the mind of the consumer.
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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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