Quote

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
Question
Answers
Trouble
Words
Three
Two
Brand
Brands
Answer

More quotes by Al Ries

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Advertising is the way great brands get to be great brands.
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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 brand should strive to own a word in the mind of the consumer.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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The Internet is the ultimate in brand-centered buying.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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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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War and marketing have many similarities.
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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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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries