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

More quotes by 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.
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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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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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The next generation product almost never comes from the previous generation.
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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 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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Branding is simply a more efficient way to sell things.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries