Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
AL RIESStrategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
More Al Ries Quotes
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It is better to have 50% of one market, instead of 10% of five markets.
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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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Advertising is the way great brands get to be great brands.
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The Internet is the ultimate in brand-centered buying.
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Good things happen when you narrow your focus.
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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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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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An attribute that nobody else already owns in your category.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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Even if all the cattle on the range look pretty much alike.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Positioning is how you differentiate yourself 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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Each year we send more and receive less.
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After a slow buildup, people become convinced that they have known about the brand forever.
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A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.
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What should a brand leader advertise?
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If you can build a powerful brand, you will have a powerful marketing program.
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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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Marketing is not selling. Marketing is building a brand 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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To get into the consumer’s mind, you have to sacrifice.
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You need to allow enough time for this forgetting to take place
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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