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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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The next generation product almost never comes from the previous generation.
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War and marketing have many similarities.
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Branding is simply a more efficient way to sell things.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Good things happen when you narrow your focus.
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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.
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.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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.
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It's better to be first in the mind than to be first in the marketplace.
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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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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