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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
Happen
Happens
Good
Things
Narrow
Focus

More quotes by Al Ries

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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
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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.
Al Ries
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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
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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.
Al Ries
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
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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
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A brand should strive to own a word in the mind of the consumer.
Al Ries
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The Internet is the ultimate in brand-centered buying.
Al Ries
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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.
Al Ries
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War and marketing have many similarities.
Al Ries
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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
Al Ries
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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.
Al Ries
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
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Advertising is the way great brands get to be great brands.
Al Ries
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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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.
Al Ries
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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.
Al Ries