Share
×
Inspirational Quotes
Authors
Professions
Topics
Tags
Quote
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
Share
Change background
T
T
T
Change font
Original
TAGS & TOPICS
Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brands
Customers
Single
Word
Business
Distinguishable
Better
Shorter
Scope
Narrow
More quotes by Al Ries
War and marketing have many similarities.
Al Ries
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
Good things happen when you narrow your focus.
Al Ries
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries
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.
Al Ries
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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
Advertising is the way great brands get to be great brands.
Al Ries
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
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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
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
A brand should strive to own a word in the mind of the consumer.
Al Ries
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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
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.
Al Ries