It’s better to be first in the mind than to be first in the marketplace.
AL RIESIt’s better to be first in the mind than to be first in the marketplace.
AL RIESEveryone is interested in what‘s new. Few people are interested in what‘s better.
AL RIESThe best way to make news is to announce a new category, not a new product.
AL RIESIf you can build a powerful brand, you will have a powerful marketing program.
AL RIESThe most powerful concept in marketing is owning a word in the prospects mind.
AL RIESThat is, you position the product in the mind of the prospect.
AL RIESEven if all the cattle on the range look pretty much alike.
AL RIESA branding program should be designed to differentiate your cow from all the other cattle on the range.
AL RIESBrand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
AL RIESOnly 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 RIESIBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
AL RIESIt 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 RIESA brand should strive to own a word in the mind of the consumer.
AL RIESThe Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
AL RIESThe essence of positioning is sacrifice.
AL RIESThe Internet is the ultimate in brand-centered buying.
AL RIES