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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.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Help
Fancy
Sales
Helping
Advertising
Promotion
World
Relation
Brand
Program
Objective
Build
Relations
Achieve
Brands
Public
Objectives
Powerful
Marketing
Packaging

More quotes by Al Ries

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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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Advertising is the way great brands get to be great brands.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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A brand should strive to own a word in the mind of the consumer.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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 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 better to be first in the mind than to be first in the marketplace.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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 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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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 CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Good things happen when you narrow your focus.
Al Ries