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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: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Question
Answers
Trouble
Words
Three
Two
Brand
Brands
Answer
More quotes by Al Ries
The Internet is the ultimate in brand-centered buying.
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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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Good things happen when you narrow your focus.
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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 most powerful concept in marketing is owning a word in the prospects mind.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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.
Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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.
Al Ries
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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Branding is simply a more efficient way to sell things.
Al Ries
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.
Al Ries
A brand should strive to own a word in the mind of the consumer.
Al Ries
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.
Al Ries
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.
Al Ries
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
Al Ries
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