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
Person
Build
Need
Accept
Forgetting
Take
Accepting
Normally
Enough
Takes
Brand
Needs
Forget
Brands
Time
Place
Allows
Truth
Decades
Persons
Allow

More quotes by Al Ries

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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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 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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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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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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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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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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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The Internet is the ultimate in brand-centered buying.
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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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Branding is simply a more efficient way to sell things.
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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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Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
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