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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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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Interested
Everyone
Better
People
More quotes by Al Ries
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
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
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries
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.
Al Ries
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
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
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.
Al Ries
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
War and marketing have many similarities.
Al Ries
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
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.
Al Ries
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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
The next generation product almost never comes from the previous generation.
Al Ries
Good things happen when you narrow your focus.
Al Ries
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries