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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.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Build
Penetrate
Building
Normally
Takes
Brand
Human
Barriers
Humans
Brands
Matter
Gray
Real
Decades
Mind
Ears
Barrier
More quotes by Al Ries
Good things happen when you narrow your focus.
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Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
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A brand should strive to own a word in the mind of the consumer.
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The Internet is the ultimate in brand-centered buying.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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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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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 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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Branding is simply a more efficient way to sell things.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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.
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The next generation product almost never comes from the previous generation.
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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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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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