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The next generation product almost never comes from the previous generation.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Generations
Almost
Comes
Next
Previous
Never
Product
Generation
Products

More quotes by Al Ries

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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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Branding is simply a more efficient way to sell things.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Advertising is the way great brands get to be great brands.
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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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It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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A brand should strive to own a word in the mind of the consumer.
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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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It's better to be first in the mind than to be first in the marketplace.
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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Good things happen when you narrow your focus.
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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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The Internet is the ultimate in brand-centered buying.
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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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