The Internet is the ultimate in brand-centered buying.
AL RIESIt normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
More Al Ries Quotes
-
-
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES -
If you can build a powerful brand, you will have a powerful marketing program.
AL RIES -
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES -
Your brand’s power lies in dominance.
AL RIES -
A brand should strive to own a word in the mind of the consumer.
AL RIES -
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES -
Branding is simply a more efficient way to sell things.
AL RIES -
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES -
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 RIES -
It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIES -
You must be willing to give up something in order to establish that unique position.
AL RIES -
It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
AL RIES -
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES -
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.
AL RIES -
The essence of positioning is sacrifice.
AL RIES