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A brand should strive to own a word in the mind of the consumer.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brands
Consumers
Strive
Word
Mind
Consumer
Brand

More quotes by Al Ries

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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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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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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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War and marketing have many similarities.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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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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Advertising is the way great brands get to be great brands.
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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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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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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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It's better to be first in the mind than to be first in the marketplace.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The best way to make news is to announce a new category, not a new product.
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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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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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Good things happen when you narrow your focus.
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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.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries