Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIESThe Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
More Al Ries Quotes
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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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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Each year we send more and receive less.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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A brand should strive to own a word in the mind of the consumer.
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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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Positioning is what you do to the mind of the prospect.
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If you can build a powerful brand, you will have a powerful marketing program.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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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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That is, you position the product in the mind of the prospect.
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The next generation product almost never comes from the previous generation.
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Positioning is how you differentiate yourself in the mind of the prospect.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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An attribute that nobody else already owns in your category.
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Branding is simply a more efficient way to sell things.
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Advertising is the way great brands get to be great brands.
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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 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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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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The essence of positioning is sacrifice.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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