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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.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Power
Markets
Better
Brand
Brands
Market
Lies
Instead
Five
Lying
Dominance
More quotes by Al Ries
It's better to be first in the mind than to be first in the marketplace.
Al Ries
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 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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Advertising is the way great brands get to be great brands.
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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
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
A brand should strive to own a word in the mind of the consumer.
Al Ries
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
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
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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War and marketing have many similarities.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
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.
Al Ries
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
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.
Al Ries
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Al Ries