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.
AL RIESThe real barrier (to building a brand) is the human mind.
More Al Ries Quotes
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The Internet is the ultimate in brand-centered buying.
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To get into the consumer’s mind, you have to sacrifice.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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A brand should strive to own a word in the mind of the consumer.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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War and marketing have many similarities.
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The real barrier (to building a brand) is the human mind.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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After a slow buildup, people become convinced that they have known about the brand forever.
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You have to reduce the essence of your brand to a single thought or attribute.
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Each year we send more and receive less.
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Branding is simply a more efficient way to sell things.
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Positioning is what you do to the mind of the prospect.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Even if all the cattle on the range look pretty much alike.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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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 most powerful concept in marketing is owning a word in the prospects mind.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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Good things happen when you narrow your focus.
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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.
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A successful branding program is based on the concept of singularity.
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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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