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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
Relation
Brand
World
Program
Objective
Build
Relations
Achieve
Brands
Public
Objectives
Marketing
Packaging
Powerful
Fancy
Sales
Help
Advertising
Promotion
Helping

More quotes by Al Ries

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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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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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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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The best way to make news is to announce a new category, not a new product.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Good things happen when you narrow your focus.
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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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Branding is simply a more efficient way to sell things.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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The next generation product almost never comes from the previous generation.
Al Ries