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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
Happens
Good
Things
Narrow
Focus
Happen

More quotes by Al Ries

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The Internet is the ultimate in brand-centered buying.
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The next generation product almost never comes from the previous generation.
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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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Advertising is the way great brands get to be great brands.
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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.
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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.
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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.
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The most powerful concept in marketing is owning a word in the prospects mind.
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Branding is simply a more efficient way to sell things.
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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.
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It's better to be first in the mind than to be first in the marketplace.
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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 best way to make news is to announce a new category, not a new product.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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.
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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.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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