black
grey
blue
red
brown
white

It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.

Al Ries

Popular Authors

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

The essence of positioning is sacrifice.
AL RIES

Essence Giving Sacrifice Unique Up
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

Attribute Brand Connect Contact Generally Mind Name Primary Register Regular Take Use
Your brand’s power lies in dominance.
AL RIES

Brand Dominance Lie Power
Good things happen when you narrow your focus.
AL RIES

Focus Good Happen Narrow Thing
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES

Better Have Instead Market Prospect
What should a brand leader advertise?
AL RIES

Advertise Behavior Brand Important Leader
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES

Better Everyone New People
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES

Advertise Catskill Else Everything Himalaya Market Strategy Time
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES

Aircraft Carrier Change Company Direction Try Trying
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
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES

Along Come Mistake New Product Really Simple Successful
It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
AL RIES

Accept Allow Brande Decade Enough Forget Need New Normal Old Person Time Truth
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES

Behavior Brand Consumer Course Factor Important Leadership Motivate
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES

Differentiate Mind Position Product Yourself
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

Company Hand Mental Mind Position Product Upper
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
AL RIES

Business Company Market Objective Ultimate

It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.

Related Topics

Popular Authors

More Al Ries Quotes