If you can build a powerful brand, you will have a powerful marketing program.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
More Al Ries Quotes
-
-
If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
AL RIES -
Positioning is what you do to the mind of the prospect.
AL RIES -
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.
AL RIES -
The best way to make news is to announce a new category, not a new product.
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 -
What should a brand leader advertise?
AL RIES -
You must be willing to give up something in order to establish that unique position.
AL RIES -
Branding is simply a more efficient way to sell things.
AL RIES -
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIES -
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
AL RIES -
IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIES -
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 -
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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 -
The next generation product almost never comes from the previous generation.
AL RIES -
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES -
Even if all the cattle on the range look pretty much alike.
AL RIES -
The essence of positioning is sacrifice.
AL RIES -
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES -
To get into the consumer’s mind, you have to sacrifice.
AL RIES -
Your brand’s power lies in dominance.
AL RIES -
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES -
The real barrier (to building a brand) is the human mind.
AL RIES -
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES -
You have to reduce the essence of your brand to a single thought or attribute.
AL RIES -
An attribute that nobody else already owns in your category.
AL RIES