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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
Leader
Factor
Courses
Brand
Course
Brands
Important
Consumers
Factors
Behavior
Advertise
Leadership
Motivating
Single
Consumer
More quotes by Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
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.
Al Ries
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
Al Ries
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
Good things happen when you narrow your focus.
Al Ries
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
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.
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.
Al Ries
Advertising is the way great brands get to be great brands.
Al Ries
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
Al Ries
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.
Al Ries
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.
Al Ries
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
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
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