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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brand
Brands
Consumers
Strive
Word
Mind
Consumer

More quotes by Al Ries

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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.
Al Ries
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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.
Al Ries
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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.
Al Ries
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
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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.
Al Ries
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Good things happen when you narrow your focus.
Al Ries
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
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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.
Al Ries
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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.
Al Ries
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Branding is simply a more efficient way to sell things.
Al Ries
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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.
Al Ries
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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.
Al Ries
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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.
Al Ries
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War and marketing have many similarities.
Al Ries