Al Ries famous quotes

Last updated: Sep 5, 2024

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.
-- Al Ries

#Marketing #Cows #Looks
A brand should strive to own a word in the mind of the consumer.
-- Al Ries

#Mind #Strive #Should
Branding is simply a more efficient way to sell things.
-- Al Ries

#Way #Branding
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
-- Al Ries

#Leader #Important #Behavior
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.
-- Al Ries

#Lying #Dominance #Brands
It's better to be first in the mind than to be first in the marketplace.
-- Al Ries

#Business #Mind #Firsts
Good things happen when you narrow your focus
-- Al Ries

#Focus #Good Things #Things Happen
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
-- Al Ries

#Ivory Tower #Towers #Mud
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
-- Al Ries

#Successful #Perception #Mind
Advertising is the way great brands get to be great brands.
-- Al Ries

#Way #Advertising #Brands
If you can build a powerful brand, you will have a powerful marketing program. 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.
-- Al Ries

#Powerful #Marketing #World
It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
-- Al Ries

#Hands #Mind #Upper Hand
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. But with a laser, you can drill a hole in a diamond or wipe out cancer.
-- Al Ries

#Cancer #Light #Focus
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
-- Al Ries

#Marketing #Advertising #Timing
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
-- Al Ries

#Communication #Years #Atheism
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
-- Al Ries

#Mind #Position
When a really new product comes along, it's almost always a mistake to hang a well-known name on it. 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. 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 Ries

#Mistake #Successful #Simple
The most powerful concept in marketing is owning a word in the prospects mind.
-- Al Ries

#Powerful #Marketing #Mind
War and marketing have many similarities.
-- Al Ries

#War #Marketing #Similarity
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
-- Al Ries

#Marketing #Company #Ultimate
The next generation product almost never comes from the previous generation.
-- Al Ries

#Generations #Next #Previous Generations
Everyone is interested in whatâ€˜s new. Few people are interested in whatâ€˜s better.
-- Al Ries

#People
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
-- Al Ries

#Business #Want #Scope
Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
-- Al Ries

#Change #Trying #Aircraft Carriers

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