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Marketing is not selling. Marketing is building a brand in the mind of the prospect.

Al Ries

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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brands
Marketing
Selling
Building
Mind
Prospect
Brand

More quotes by Al Ries

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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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Branding is simply a more efficient way to sell things.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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War and marketing have many similarities.
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It's better to be first in the mind than to be first in the marketplace.
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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.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Advertising is the way great brands get to be great brands.
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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.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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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A brand should strive to own a word in the mind of the consumer.
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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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The next generation product almost never comes from the previous generation.
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