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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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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Customers
Single
Word
Business
Distinguishable
Better
Shorter
Scope
Narrow
Brands
More quotes by 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.
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It's better to be first in the mind than to be first in the marketplace.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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.
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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
The Internet is the ultimate in brand-centered buying.
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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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Branding is simply a more efficient way to sell things.
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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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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.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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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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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
The next generation product almost never comes from the previous generation.
Al Ries