The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIESThe essence of positioning is sacrifice.
More Al Ries Quotes
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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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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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Branding is simply a more efficient way to sell things.
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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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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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You must be willing to give up something in order to establish that unique position.
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It’s better to be first in the mind than to be first in the marketplace.
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Positioning is not what you do to a product.
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The next generation product almost never comes from the previous generation.
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The Internet is the ultimate in brand-centered buying.
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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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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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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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War and marketing have many similarities.
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Good things happen when you narrow your focus.
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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.
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The real barrier (to building a brand) is the human mind.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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You need to allow enough time for this forgetting to take place
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Your brand’s power lies in dominance.
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To get into the consumer’s mind, you have to sacrifice.
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