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Branding is simply a more efficient way to sell things.

Al Ries

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

More quotes by Al Ries

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The next generation product almost never comes from the previous generation.
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It's better to be first in the mind than to be first in the marketplace.
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The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Good things happen when you narrow your focus.
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The Internet is the ultimate in brand-centered buying.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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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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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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The best way to make news is to announce a new category, not a new product.
Al Ries