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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
Consumer
Brand
Brands
Consumers
Strive
Word
Mind

More quotes by Al Ries

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Branding is simply a more efficient way to sell things.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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 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 CONTRACTION: A brand becomes stronger when you narrow its 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 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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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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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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War and marketing have many similarities.
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