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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

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Advertising is the way great brands get to be great brands.
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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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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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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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