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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.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Known
Magazines
Newspaper
Become
Stores
Magazine
Mind
Newspapers
Comment
People
Slow
Display
Convinced
Brand
Friend
Store
Blurb
Successful
Brands
Retail
Forever
Slowly
Mention
More quotes by 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.
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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.
Al Ries
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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
War and marketing have many similarities.
Al Ries
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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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.
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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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
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.
Al Ries
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
It's better to be first in the mind than to be first in the marketplace.
Al Ries
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
Al Ries
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