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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 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.
Al Ries
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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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The best way to make news is to announce a new category, not a new product.
Al Ries
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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.
Al Ries
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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.
Al Ries
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War and marketing have many similarities.
Al Ries
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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.
Al Ries
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The next generation product almost never comes from the previous generation.
Al Ries
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The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
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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.
Al Ries
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Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Al Ries
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
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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.
Al Ries
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Advertising is the way great brands get to be great brands.
Al Ries
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A brand should strive to own a word in the mind of the consumer.
Al Ries
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
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The Internet is the ultimate in brand-centered buying.
Al Ries
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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries