Quote

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

Change background

T
T
T

Change font

TAGS & TOPICS

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

More quotes by Al Ries

Image
It's better to be first in the mind than to be first in the marketplace.
Al Ries
Image
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
Image
The next generation product almost never comes from the previous generation.
Al Ries
Image
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.
Al Ries
Image
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
Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Image
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Image
War and marketing have many similarities.
Al Ries
Image
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
Image
Advertising is the way great brands get to be great brands.
Al Ries
Image
A brand should strive to own a word in the mind of the consumer.
Al Ries
Image
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
Image
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
Image
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.
Al Ries
Image
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
Image
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.
Al Ries
Image
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.
Al Ries
Image
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries