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The most powerful concept in marketing is owning a word in the prospects mind.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Concepts
Powerful
Word
Business
Mind
Owning
Prospects
Marketing
Concept

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The best way to make news is to announce a new category, not a new product.
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Advertising is the way great brands get to be great brands.
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Branding is simply a more efficient way to sell things.
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Good things happen when you narrow your focus.
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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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A brand should strive to own a word in the mind of the consumer.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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War and marketing have many similarities.
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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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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 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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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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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.
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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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It's better to be first in the mind than to be first in the marketplace.
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