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.
AL RIESWhat’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
More Al Ries Quotes
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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You need to allow enough time for this forgetting to take place
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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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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The Internet is the ultimate in brand-centered buying.
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Each year we send more and receive less.
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Positioning is not what you do to a product.
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War and marketing have many similarities.
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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.
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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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Even if all the cattle on the range look pretty much alike.
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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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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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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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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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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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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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.
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What should a brand leader advertise?
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