When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
More Al Ries Quotes
-
-
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES -
The essence of positioning is sacrifice.
AL RIES -
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES -
You need to allow enough time for this forgetting to take place
AL RIES -
Branding is simply a more efficient way to sell things.
AL RIES -
What should a brand leader advertise?
AL RIES -
The real barrier (to building a brand) is the human mind.
AL RIES -
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES -
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES -
Advertising is the way great brands get to be great brands.
AL RIES -
Your brand’s power lies in dominance.
AL RIES -
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES -
The best way to make news is to announce a new category, not a new product.
AL RIES -
Each year we send more and receive less.
AL RIES -
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