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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
Words
Three
Two
Brand
Brands
Answer
Question
Answers
Trouble

More quotes by Al Ries

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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's better to be first in the mind than to be first in the marketplace.
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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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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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The Internet is the ultimate in brand-centered buying.
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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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Marketing is not selling. Marketing is building a brand 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 next generation product almost never comes from the previous generation.
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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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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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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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Advertising is the way great brands get to be great brands.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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