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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
Internet
Centered
Brand
Brands
Buying
Ultimate

More quotes by Al Ries

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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 essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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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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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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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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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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The next generation product almost never comes from the previous generation.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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A brand should strive to own a word in the mind of the consumer.
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.
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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.
Al Ries