The Internet is the ultimate in brand-centered buying.
AL RIESThe best way to make news is to announce a new category, not a new product.
More Al Ries Quotes
-
-
The next generation product almost never comes from the previous generation.
AL RIES -
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES -
The best way to make news is to announce a new category, not a new product.
AL RIES -
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES -
Advertising is the way great brands get to be great brands.
AL RIES -
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 -
Good things happen when you narrow your focus.
AL RIES -
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.
AL RIES -
Positioning is what you do to the mind of the prospect.
AL RIES -
If you can build a powerful brand, you will have a powerful marketing program.
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 -
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES -
The real barrier (to building a brand) is the human mind.
AL RIES -
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES -
Each year we send more and receive less.
AL RIES