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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.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Course
Brands
Important
Consumers
Factors
Behavior
Advertise
Leadership
Motivating
Single
Consumer
Leader
Factor
Courses
Brand
More quotes by Al Ries
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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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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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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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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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
Good things happen when you narrow your focus.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
The Internet is the ultimate in brand-centered buying.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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The crucial ingredient in the success of any brand is its claim to authenticity.
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The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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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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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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 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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Advertising is the way great brands get to be great brands.
Al Ries