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.
AL RIESThe 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.
More Al Ries Quotes
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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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The essence of positioning is sacrifice.
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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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The best way to make news is to announce a new category, not a new product.
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Your brand’s power lies in dominance.
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Advertising is the way great brands get to be great brands.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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Even if all the cattle on the range look pretty much alike.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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You have to reduce the essence of your brand to a single thought or attribute.
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Positioning is what you do to the mind of the prospect.
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Branding is simply a more efficient way to sell things.
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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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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.
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You must be willing to give up something in order to establish that unique position.
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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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War and marketing have many similarities.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Each year we send more and receive less.
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