black
grey
blue
red
brown
white

The Internet is the ultimate in brand-centered buying.

Al Ries

Popular Authors

Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
You must be willing to give up something in order to establish that unique position.
AL RIES

Establish Give Must Order Something Unique Position Willi
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES

Brand Convince Forever Known Peop Slow
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
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.
AL RIES

Going Name New Product Require Simple Succesful
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
Positioning is not what you do to a product.
AL RIES

Mind Position Product
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.
AL RIES

Brand Build Effort Else Focus Known Mind Nobody Owing Word
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 RIES

Brand Comment Display Forever Friend Magazine Mind Newspaper People Slowly Store Successful
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES

Authenticity Claim Ingredient Success
Each year we send more and receive less.
AL RIES

Each Less More Receive Send Year
Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIES

Brand Build Market Mind Prospect Sell
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES

Anything Back Before Course Even Happen Longer Mile Take Turn Wrong
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time

The Internet is the ultimate in brand-centered buying.

Related Topics

Popular Authors

More Al Ries Quotes