Quote

Branding is simply a more efficient way to sell things.

Al Ries

Change background

T
T
T

Change font

TAGS & TOPICS

Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Simply
Way
Things
Branding
Efficient
Sell
Sells

More quotes by Al Ries

Image
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries
Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Image
War and marketing have many similarities.
Al Ries
Image
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
Al Ries
Image
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
Image
The Internet is the ultimate in brand-centered buying.
Al Ries
Image
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
Image
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
Image
Good things happen when you narrow your focus.
Al Ries
Image
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
Image
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
Image
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.
Al Ries
Image
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
Image
The best way to make news is to announce a new category, not a new product.
Al Ries
Image
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
Image
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
Image
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
Image
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
Image
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Image
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