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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Mind
Newspapers
Comment
People
Slow
Display
Convinced
Brand
Friend
Store
Blurb
Successful
Brands
Retail
Forever
Slowly
Mention
Known
Magazines
Newspaper
Become
Stores
Magazine

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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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