Quote

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

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Persons
Allow
Person
Build
Need
Accept
Forgetting
Take
Accepting
Normally
Enough
Takes
Brand
Needs
Forget
Brands
Time
Place
Allows
Truth
Decades

More quotes by Al Ries

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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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A brand should strive to own a word in the mind of the consumer.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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The most powerful concept in marketing is owning a word in the prospects mind.
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It's better to be first in the mind than to be first in the marketplace.
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Advertising is the way great brands get to be great brands.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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.
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The Internet is the ultimate in brand-centered buying.
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Branding is simply a more efficient way to sell things.
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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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The next generation product almost never comes from the previous generation.
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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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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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