Quote

Good things happen when you narrow your focus.

Al Ries

Change background

T
T
T

Change font

TAGS & TOPICS

Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Happen
Happens
Good
Things
Narrow
Focus

More quotes by 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
Branding is simply a more efficient way to sell things.
Al Ries
Image
War and marketing have many similarities.
Al Ries
Image
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.
Al Ries
Image
The crucial ingredient in the success of any brand is its claim to authenticity.
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
It's better to be first in the mind than to be first in the marketplace.
Al Ries
Image
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.
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
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries
Image
The best way to make news is to announce a new category, not a new product.
Al Ries
Image
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
A brand should strive to own a word in the mind of the consumer.
Al Ries
Image
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
Image
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
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
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
Image
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.
Al Ries
Image
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries