A successful branding program is based on the concept of singularity.
AL RIESA 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.
More Al Ries Quotes
-
-
The crucial ingredient in the success of any brand is its claim to authenticity.
AL RIES -
Changing the direction of a large company is like trying to turn an aircraft carrier.
AL RIES -
What should a brand leader advertise?
AL RIES -
Positioning is not what you do to a product.
AL RIES -
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.
AL RIES -
That is, you position the product in the mind of the prospect.
AL RIES -
It’s better to be first in the mind than to be first in the marketplace.
AL RIES -
It is better to have 50% of one market, instead of 10% of five markets.
AL RIES -
The best way to make news is to announce a new category, not a new product.
AL RIES -
Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES -
The real barrier (to building a brand) is the human mind.
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 -
When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIES -
The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIES -
Advertising is the way great brands get to be great brands.
AL RIES