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

More quotes by Al Ries

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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 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 not what you do to a product. Positioning is what you do to the mind of the prospect.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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.
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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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Good things happen when you narrow your focus.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The Internet is the ultimate in brand-centered buying.
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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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A brand should strive to own a word in the mind of the consumer.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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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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Advertising is the way great brands get to be great brands.
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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