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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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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Nobody
Branding
Focus
Owning
Effort
Owns
Word
Prospect
Else
Brand
Must
Brands
Mind
Efforts
Build
More quotes by 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
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
The most powerful concept in marketing is owning a word in the prospects mind.
Al Ries
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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What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Al Ries
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
A brand should strive to own a word in the mind of the consumer.
Al Ries
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
The Internet is the ultimate in brand-centered buying.
Al Ries
Good things happen when you narrow your focus.
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
It's better to be first in the mind than to be first in the marketplace.
Al Ries
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
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.
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
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
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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