Share
×
Inspirational Quotes
Authors
Professions
Topics
Tags
Quote
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
Share
Change background
T
T
T
Change font
Original
TAGS & TOPICS
Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Must
Brands
Mind
Efforts
Build
Nobody
Branding
Focus
Owning
Effort
Owns
Word
Prospect
Else
Brand
More quotes by Al Ries
The best way to make news is to announce a new category, not a new product.
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
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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
The Internet is the ultimate in brand-centered buying.
Al Ries
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.
Al Ries
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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.
Al Ries
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.
Al Ries
It's better to be first in the mind than to be first in the marketplace.
Al Ries
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
War and marketing have many similarities.
Al Ries
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
The next generation product almost never comes from the previous generation.
Al Ries
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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
The most powerful concept in marketing is owning a word in the prospects 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
