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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: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Marketing
Selling
Building
Mind
Prospect
Brand
Brands

More quotes by Al Ries

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Good things happen when you narrow your focus.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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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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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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.
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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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The best way to make news is to announce a new category, not a new product.
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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.
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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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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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The Internet is the ultimate in brand-centered buying.
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The next generation product almost never comes from the previous generation.
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Advertising is the way great brands get to be great brands.
Al Ries