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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
Law
Contraction
Contractions
Narrow
Brand
Brands
Stronger
Becomes
Focus
More quotes by Al Ries
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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It's better to be first in the mind than to be first in the marketplace.
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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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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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Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Branding is simply a more efficient way to sell things.
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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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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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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 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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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Advertising is the way great brands get to be great brands.
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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 Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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