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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
Sells
Simply
Way
Things
Branding
Efficient
Sell

More quotes by Al Ries

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The Internet is the ultimate in brand-centered buying.
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A brand should strive to own a word in the mind of the consumer.
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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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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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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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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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Good things happen when you narrow your focus.
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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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The next generation product almost never comes from the previous generation.
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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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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