Al Ries Quotes

Everyone is interested in what‘s new. Few people are interested in what‘s better.

6 years ago

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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.

6 years ago

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Tags : Al Ries Quotes , Names Quotes , Mind Quotes

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.

6 years ago

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Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

6 years ago

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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

6 years ago

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A brand should strive to own a word in the mind of the consumer.

6 years ago

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Tags : Al Ries Quotes , Mind Quotes , Strive Quotes

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

6 years ago

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Tags : Al Ries Quotes , Mind Quotes , Position Quotes

It's better to be first in the mind than to be first in the marketplace.

6 years ago

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The best way to make news is to announce a new category, not a new product.

6 years ago

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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

6 years ago

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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.

6 years ago

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Tags : Al Ries Quotes , Business Quotes , Marketing Quotes

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. After a slow buildup, people become convinced that they have known about the brand forever.

6 years ago

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Tags : Al Ries Quotes , Successful Quotes , People Quotes

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. You need to allow enough time for this forgetting to take place

6 years ago

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Tags : Al Ries Quotes , Enough Time Quotes , Needs Quotes

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

6 years ago

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Tags : Al Ries Quotes , Fear Quotes , Communication Quotes

Branding is simply a more efficient way to sell things.

6 years ago

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The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

6 years ago

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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

6 years ago

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Tags : Al Ries Quotes , Generic Name Quotes , Law Quotes

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.

6 years ago

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Tags : Al Ries Quotes , Change Quotes , Trying Quotes

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

6 years ago

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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

6 years ago

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Tags : Al Ries Quotes , Ivory Tower Quotes , Towers Quotes