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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
Almost
Comes
Next
Never
Previous
Product
Generation
Products
Generations

More quotes by Al Ries

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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 should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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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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Branding is simply a more efficient way to sell things.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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A brand should strive to own a word in the mind of the consumer.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Advertising is the way great brands get to be great brands.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.
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