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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
Market
Singularity
Program
Branding
Based
Prospect
Products
Creates
Quite
Concept
Successful
Product
Mind
Concepts
Like
Perception
More quotes by Al Ries
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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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.
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The best way to make news is to announce a new category, not a new product.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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It's better to be first in the mind than to be first in the marketplace.
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Branding is simply a more efficient way to sell things.
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War and marketing have many similarities.
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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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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.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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The Internet is the ultimate in brand-centered buying.
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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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A brand should strive to own a word in the mind of the consumer.
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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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