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It's better to be first in the mind than to be first in the marketplace.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Marketplace
Business
Better
Firsts
First
Mind
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War and marketing have many similarities.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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A brand should strive to own a word in the mind of the consumer.
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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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Good things happen when you narrow your focus.
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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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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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The Internet is the ultimate in brand-centered buying.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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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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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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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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