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

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Products
Generations
Almost
Comes
Next
Never
Previous
Product
Generation

More quotes by Al Ries

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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its 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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War and marketing have many similarities.
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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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A brand should strive to own a word in the mind of the consumer.
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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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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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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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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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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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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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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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