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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
Claim
Claims
Success
Ingredient
Authenticity
Ingredients
Brand
Crucial
Brands

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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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War and marketing have many similarities.
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The next generation product almost never comes from the previous generation.
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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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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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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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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 Internet is the ultimate in brand-centered buying.
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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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Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
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Branding is simply a more efficient way to sell things.
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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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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 most powerful concept in marketing is owning a word in the prospects mind.
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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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Advertising is the way great brands get to be great brands.
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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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It's better to be first in the mind than to be first in the marketplace.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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