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The crucial ingredient in the success of any brand is its claim to authenticity.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brand
Crucial
Brands
Claim
Claims
Success
Ingredient
Authenticity
Ingredients

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The most powerful concept in marketing is owning a word in the prospects mind.
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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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The next generation product almost never comes from the previous generation.
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A brand should strive to own a word in the mind of the consumer.
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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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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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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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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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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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.
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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 not what you do to a product. Positioning is what you do to the mind of the prospect.
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Good things happen when you narrow your focus.
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