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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
Crucial
Brands
Claim
Claims
Ingredient
Success
Authenticity
Ingredients
Brand

More quotes by 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 Internet is the ultimate in brand-centered buying.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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What's your brand? If you can't answer that question about your own brand in two or three words, your brand's in trouble.
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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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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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The best way to make news is to announce a new category, not a new product.
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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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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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It's better to be first in the mind than to be first in the marketplace.
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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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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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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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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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Advertising is the way great brands get to be great brands.
Al Ries