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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
Marketplace
Business
Better
Firsts
First
Mind

More quotes by Al Ries

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War and marketing have many similarities.
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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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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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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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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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Good things happen when you narrow your focus.
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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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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Branding is simply a more efficient way to sell things.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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