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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
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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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A brand should strive to own a word in the mind of the consumer.
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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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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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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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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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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 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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Advertising is the way great brands get to be great brands.
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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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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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.
Al Ries
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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.
Al Ries
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Good things happen when you narrow your focus.
Al Ries
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The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries