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Good things happen when you narrow your focus.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Good
Things
Narrow
Focus
Happen
Happens

More quotes by Al Ries

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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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The Internet is the ultimate in brand-centered buying.
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The best way to make news is to announce a new category, not a new product.
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It's better to be first in the mind than to be first in the marketplace.
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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Branding is simply a more efficient way to sell things.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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