Share
×
Inspirational Quotes
Authors
Professions
Topics
Tags
Quote
The crucial ingredient in the success of any brand is its claim to authenticity.
Al Ries
Share
Change background
T
T
T
Change font
Original
TAGS & TOPICS
Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Claims
Success
Ingredient
Authenticity
Ingredients
Brand
Crucial
Brands
Claim
More quotes by 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
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
Al Ries
The best way to make news is to announce a new category, not a new product.
Al Ries
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.
Al Ries
Branding is simply a more efficient way to sell things.
Al Ries
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Al Ries
A brand should strive to own a word in the mind of the consumer.
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
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
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Al Ries
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
Al Ries
War and marketing have many similarities.
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
The Internet is the ultimate in brand-centered buying.
Al Ries
The next generation product almost never comes from the previous generation.
Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Al Ries
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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 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