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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
Never
Previous
Product
Generation
Products
Generations
Almost
Comes
Next

More quotes by Al Ries

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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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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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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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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 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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Branding is simply a more efficient way to sell things.
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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 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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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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It's better to be first in the mind than to be first in the marketplace.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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