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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
Important
Consumers
Factors
Behavior
Advertise
Leadership
Motivating
Single
Consumer
Leader
Factor
Courses
Brand
Course
Brands

More quotes by Al Ries

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The most powerful concept in marketing is owning a word in the prospects mind.
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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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Advertising is the way great brands get to be great brands.
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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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The next generation product almost never comes from the previous generation.
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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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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 and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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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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War and marketing have many similarities.
Al Ries