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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
Never
Previous
Product
Generation
Products

More quotes by Al Ries

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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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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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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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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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Good things happen when you narrow your focus.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The Internet is the ultimate in brand-centered buying.
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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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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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Advertising is the way great brands get to be great brands.
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The best way to make news is to announce a new category, not a new product.
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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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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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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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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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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries