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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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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Mind
Concepts
Like
Perception
Market
Singularity
Program
Branding
Based
Prospect
Products
Creates
Quite
Concept
Successful
Product
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The Internet is the ultimate in brand-centered buying.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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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.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Branding is simply a more efficient way to sell things.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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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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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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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
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War and marketing have many similarities.
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