Share
×
Inspirational Quotes
Authors
Professions
Topics
Tags
Quote
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
Share
Change background
T
T
T
Change font
Original
TAGS & TOPICS
Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Mind
Prospect
Brand
Brands
Marketing
Selling
Building
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.
Al Ries
War and marketing have many similarities.
Al Ries
A brand should strive to own a word in the mind of the consumer.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries
Good things happen when you narrow your focus.
Al Ries
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Al Ries
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
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
The next generation product almost never comes from the previous generation.
Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
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
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.
Al Ries
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
Advertising is the way great brands get to be great brands.
Al Ries
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
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
Al Ries
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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