It’s better to be first in the mind than to be first in the marketplace.
AL RIESThe new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
More Al Ries Quotes
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The crucial ingredient in the success of any brand is its claim to authenticity.
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The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.
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You must be willing to give up something in order to establish that unique position.
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You need to allow enough time for this forgetting to take place
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Positioning is not what you do to a product.
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Even if all the cattle on the range look pretty much alike.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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That is, you position the product in the mind of the prospect.
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The real barrier (to building a brand) is the human mind.
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Positioning is how you differentiate yourself in the mind of the prospect.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is what you do to the mind of the prospect.
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The Internet is the ultimate in brand-centered buying.
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You have to reduce the essence of your brand to a single thought or attribute.
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The best way to make news is to announce a new category, not a new product.
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A brand should strive to own a word in the mind of the consumer.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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What should a brand leader advertise?
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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.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Each year we send more and receive less.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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.
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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.
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A successful branding program is based on the concept of singularity.
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