The best way to make news is to announce a new category, not a new product.
AL RIESA branding program should be designed to differentiate your cow from all the other cattle on the range.
More Al Ries Quotes
-
-
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 -
It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIES -
After a slow buildup, people become convinced that they have known about the brand forever.
AL RIES -
A brand should strive to own a word in the mind of the consumer.
AL RIES -
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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 -
Even if all the cattle on the range look pretty much alike.
AL RIES -
Positioning is how you differentiate yourself in the mind of the prospect.
AL RIES -
What should a brand leader advertise?
AL RIES -
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 -
A branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIES -
It’s better to be first in the mind than to be first in the marketplace.
AL RIES -
The most powerful concept in marketing is owning a word in the prospects mind.
AL RIES -
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES -
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
AL RIES