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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
Business
Better
Firsts
First
Mind
Marketplace

More quotes by Al Ries

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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.
Al Ries
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The next generation product almost never comes from the previous generation.
Al Ries
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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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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.
Al Ries
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Advertising is the way great brands get to be great brands.
Al Ries
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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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War and marketing have many similarities.
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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The best way to make news is to announce a new category, not a new product.
Al Ries
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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.
Al Ries
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A brand should strive to own a word in the mind of the consumer.
Al Ries
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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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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
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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.
Al Ries
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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Good things happen when you narrow your focus.
Al Ries
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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.
Al Ries
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries