The real barrier (to building a brand) is the human mind.
AL RIESIt’s the first company to build the mental position that has the upper hand, not the first company to make the product.
More Al Ries Quotes
-
-
Positioning is not what you do to a product.
AL RIES -
The crucial ingredient in the success of any brand is its claim to authenticity.
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 -
If you can build a powerful brand, you will have a powerful marketing program.
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 -
Good things happen when you narrow your focus.
AL RIES -
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES -
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES -
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES -
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES -
To get into the consumer’s mind, you have to sacrifice.
AL RIES -
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES -
The Internet is the ultimate in brand-centered buying.
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