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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More Al Ries Quotes
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Positioning is not what you do to a product.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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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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Even if all the cattle on the range look pretty much alike.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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To get into the consumer’s mind, you have to sacrifice.
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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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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.
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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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It is better to have 50% of one market, instead of 10% of five markets.
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