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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
Brands
Claim
Claims
Success
Ingredient
Authenticity
Ingredients
Brand
Crucial

More quotes by Al Ries

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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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War and marketing have many similarities.
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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.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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The Internet is the ultimate in brand-centered buying.
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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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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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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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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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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.
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The next generation product almost never comes from the previous generation.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The best way to make news is to announce a new category, not a new product.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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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.
Al Ries