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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.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Holes
Drill
Cancer
Coherent
Weak
Drills
Source
Wipe
Focus
Stream
Watts
Takes
Diamond
Laser
Energy
Hole
Lasers
Light
Streams
Focuses

More quotes by Al Ries

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The next generation product almost never comes from the previous generation.
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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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A brand should strive to own a word in the mind of the consumer.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Good things happen when you narrow your focus.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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Branding is simply a more efficient way to sell things.
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It's better to be first in the mind than to be first in the marketplace.
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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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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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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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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
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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.
Al Ries
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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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The best way to make news is to announce a new category, not a new product.
Al Ries