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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

More quotes by Al Ries

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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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Good things happen when you narrow your focus.
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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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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.
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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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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.
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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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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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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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War and marketing have many similarities.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries