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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.
Al Ries
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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Answer
Question
Answers
Trouble
Words
Three
Two
Brand
Brands
More quotes by 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.
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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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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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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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Advertising is the way great brands get to be great brands.
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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 LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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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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The next generation product almost never comes from the previous generation.
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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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War and marketing have many similarities.
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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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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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