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Good things happen when you narrow your focus.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Narrow
Focus
Happen
Happens
Good
Things
More quotes by Al Ries
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
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
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
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
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
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
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
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
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
A brand should strive to own a word in the mind of the consumer.
Al Ries
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.
Al Ries
War and marketing have many similarities.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries