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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
Things
Narrow
Focus
Happen
Happens
Good
More quotes by 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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
The next generation product almost never comes from the previous generation.
Al Ries
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
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
A brand should strive to own a word in the mind of the consumer.
Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
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.
Al Ries
Advertising is the way great brands get to be great brands.
Al Ries
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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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
War and marketing have many similarities.
Al Ries