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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Behavior
Advertise
Leadership
Motivating
Single
Consumer
Leader
Factor
Courses
Brand
Course
Brands
Important
Consumers
Factors

More quotes by Al Ries

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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Good things happen when you narrow your focus.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The Internet is the ultimate in brand-centered buying.
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The next generation product almost never comes from the previous generation.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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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 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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War and marketing have many similarities.
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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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.
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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.
Al Ries