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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Five
Lying
Dominance
Power
Markets
Better
Brand
Brands
Market
Lies
Instead

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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The best way to make news is to announce a new category, not a new product.
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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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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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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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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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The Internet is the ultimate in brand-centered buying.
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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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Good things happen when you narrow your focus.
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It's better to be first in the mind than to be first in the marketplace.
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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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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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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The next generation product almost never comes from the previous generation.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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