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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: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Brand
Crucial
Brands
Claim
Claims
Success
Ingredient
Authenticity
Ingredients

More quotes by Al Ries

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It's better to be first in the mind than to be first in the marketplace.
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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.
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Advertising is the way great brands get to be great brands.
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The Internet is the ultimate in brand-centered buying.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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
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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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The best way to make news is to announce a new category, not a new product.
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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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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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Branding is simply a more efficient way to sell things.
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The next generation product almost never comes from the previous generation.
Al Ries
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
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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.
Al Ries
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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.
Al Ries