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The Internet is the ultimate in brand-centered buying.

Al Ries

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Al Ries
Age: 98
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Centered
Brand
Brands
Buying
Ultimate
Internet

More quotes by Al Ries

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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 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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Branding is simply a more efficient way to sell things.
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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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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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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A brand should strive to own a word in the mind of the consumer.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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
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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.
Al Ries
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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
Al Ries
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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.
Al Ries
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
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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.
Al Ries
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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.
Al Ries