Quote

It's better to be first in the mind than to be first in the marketplace.

Al Ries

Change background

T
T
T

Change font

TAGS & TOPICS

Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Marketplace
Business
Better
Firsts
First
Mind

More quotes by Al Ries

Image
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
Image
A brand should strive to own a word in the mind of the consumer.
Al Ries
Image
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
Image
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
Image
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
Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Image
War and marketing have many similarities.
Al Ries
Image
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
Image
Good things happen when you narrow your focus.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
Image
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries
Image
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
Image
The next generation product almost never comes from the previous generation.
Al Ries
Image
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
Image
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Image
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.
Al Ries
Image
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
Al Ries
Image
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
Al Ries
Image
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries