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Branding is simply a more efficient way to sell things.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Efficient
Sell
Sells
Simply
Way
Things
Branding

More quotes by Al Ries

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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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The Internet is the ultimate in brand-centered buying.
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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 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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Good things happen when you narrow your focus.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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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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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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It's better to be first in the mind than to be first in the marketplace.
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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.
Al Ries
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Advertising is the way great brands get to be great brands.
Al Ries