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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
Positioning is not what you do to a product. Positioning is what you do to 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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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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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.
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Good things happen when you narrow your focus.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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War and marketing have many similarities.
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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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Branding is simply a more efficient way to sell things.
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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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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries