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Advertising is the way great brands get to be great brands.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brands
Advertising
Great
Way

More quotes by Al Ries

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The most powerful concept in marketing is owning a word in the prospects mind.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The best way to make news is to announce a new category, not a new product.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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A brand should strive to own a word in the mind of the consumer.
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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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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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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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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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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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 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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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