It’s better to be first in the mind than to be first in the marketplace.
AL RIES
AL RIES
Al Ries on first
Al Ries58 quotes“It’s better to be first in the mind than to be first in the marketplace.”
Filed under
More from Al Ries
Advertising is the way great brands get to be great brands.
Al RiesAl Ries That is, you position the product in the mind of the prospect.
Al RiesAl Ries It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
Al RiesAl Ries Even if all the cattle on the range look pretty much alike.
Al RiesAl Ries You have to reduce the essence of your brand to a single thought or attribute.
Al RiesAl 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 RiesAl 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 RiesAl Ries 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.
Al RiesAl Ries An attribute that nobody else already owns in your category.
Al RiesAl Ries A brand should strive to own a word in the mind of the consumer.
Al RiesAl Ries The real barrier (to building a brand) is the human mind.
Al RiesAl Ries 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 RiesAl Ries Good things happen when you narrow your focus.
Al RiesAl Ries It is better to have 50% of one market, instead of 10% of five markets.
Al RiesAl Ries Positioning is what you do to the mind of the prospect.
Al RiesAl Ries You need to allow enough time for this forgetting to take place
Al RiesAl Ries
Original quotes
From our community writers
Thoughts on a tapestry. Colour or black and white. A brush, a pen, A flash of light. Ideas flowing soon, about to take flight.
Gerard GleesonGerard Gleeson Like deep water, she was silent. His lips tasted of salt. He was both addicting and bitter all at once.
MoomerMoomer Always show kindness and love to others. Your words might be filling the empty places in someone else heart.
Alexander KandovAlexander Kandov And I would lie on your chest for hours and dream about the world in your arms but your thoughts were in another world.
Ani ShahverdyanAni Shahverdyan Your smile and your laughter lit my whole world.
Ranata SuzukiRanata Suzuki Often all we can do is breathe, even that can be hard sometimes.
Julia Kellogg HenryJulia Kellogg Henry I am addicted to your madness drunk on your toxic love. Infect me with your poison, lets make storms rage above.
Laura Natoli-KearneyLaura Natoli-Kearney The more you fail, recover, and improve, the better you are as a person.
Laura CleggLaura Clegg
Meet the writers
More on first
Being the first born gives you great patience.
Abraham VergheseAbraham Verghese I knew I was destined to do a solo album, but when I did that first album in 1978, I had no idea it was going to be that well received.
Ace FrehleyAce Frehley I would just encourage any artist to stay focused, of course keep God first, and just keep working hard. Try to outwork those who you idolize.
Ace HoodAce Hood To be around someone whose self-confidence is more than what our first glance led us to expect is seductive.
Abraham VergheseAbraham Verghese Guess what, I might be the first hippie pinup girl.
Janis JoplinJanis Joplin As to the origin of civil Societies or Governments; the Author of our Being, has given Man a Nature to be fitted for, and disposed to Society.
Abraham J. WilliamsAbraham J. Williams It’s true, some wine improves with age. But only if the grapes were good in the first place.
Abigail Van BurenAbigail Van Buren Reason to rule, mercy to forgive: The first is law, the last prerogative. Life is an adventure in forgiveness.
John DrydenJohn Dryden