Al Ries Quotes, Mistake Quotes, Successful 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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Mistake Quotes , Successful Quotes

The crucial ingredient in the success of any brand is its claim to authenticity.

5 years ago

Message Copied

Tags : Al Ries Quotes , Ingredients Quotes , Authenticity Quotes

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

5 years ago

Message Copied

Tags : Al Ries Quotes , Lying Quotes , Dominance Quotes

War and marketing have many similarities.

5 years ago

Message Copied

Tags : Al Ries Quotes , War Quotes , Marketing Quotes

To get into the consumer's mind, you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.

5 years ago

Message Copied

Tags : Al Ries Quotes , Sacrifice Quotes , Essence Quotes

Advertising is the way great brands get to be great brands.

5 years ago

Message Copied

Tags : Al Ries Quotes , Way Quotes , Advertising Quotes

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

5 years ago

Message Copied

Tags : Al Ries Quotes , Marketing Quotes , Mind Quotes

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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Cancer Quotes , Light Quotes

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

5 years ago

Message Copied

Tags : Al Ries Quotes , Giving Up Quotes , Sacrifice Quotes

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

5 years ago

Message Copied

Tags : Al Ries Quotes , Business Quotes , Mind 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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Mind Quotes , Position Quotes

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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Names Quotes , Mind Quotes

The Internet is the ultimate in brand-centered buying.

5 years ago

Message Copied

Tags : Al Ries Quotes , Buying Quotes , Internet Quotes

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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Two Quotes , Three Quotes

The next generation product almost never comes from the previous generation.

5 years ago

Message Copied

Tags : Al Ries Quotes , Generations Quotes , Next Quotes

Branding is simply a more efficient way to sell things.

5 years ago

Message Copied

Tags : Al Ries Quotes , Way Quotes , Branding Quotes

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.

5 years ago

Message Copied

Tags : Al Ries Quotes , Focus Quotes , Effort Quotes

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

5 years ago

Message Copied

Tags : Al Ries Quotes , Marketing Quotes , Company 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

5 years ago

Message Copied

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

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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Successful Quotes , Perception Quotes