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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
Al Ries
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Al Ries
Age: 97
Born: 1926
Born: November 14
Author
Economist
Atlanta
Georgia
Becomes
Focus
Law
Contraction
Contractions
Narrow
Brand
Brands
Stronger
More quotes by Al Ries
Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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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 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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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.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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War and marketing have many similarities.
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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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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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To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.
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It normally takes decades to build a brand... It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place
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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 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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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Good things happen when you narrow your focus.
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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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Advertising is the way great brands get to be great brands.
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Branding is simply a more efficient way to sell things.
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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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