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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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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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The Internet is the ultimate in brand-centered buying.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Branding is simply a more efficient way to sell things.
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Advertising is the way great brands get to be great brands.
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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.
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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'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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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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Good things happen when you narrow your focus.
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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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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 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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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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
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries