When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESThat is, you position the product in the mind of the prospect.
More Al Ries Quotes
-
-
The best way to make news is to announce a new category, not a new product.
AL RIES -
Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIES -
Everyone is interested in what‘s new. Few people are interested in what‘s better.
AL RIES -
But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES -
Branding is simply a more efficient way to sell things.
AL RIES -
Advertising is the way great brands get to be great brands.
AL RIES -
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES -
You have to reduce the essence of your brand to a single thought or attribute.
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 -
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 -
It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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 -
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
AL RIES -
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.
AL RIES