Al Ries Quotes, Cancer Quotes, Light 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.

4 years ago

Message Copied

Tags : Al Ries Quotes , Cancer Quotes , Light Quotes

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

4 years ago

Message Copied

Tags : Al Ries Quotes , Marketing Quotes , Timing Quotes

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

4 years ago

Message Copied

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

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

4 years ago

Message Copied

Tags : Al Ries Quotes , Real Quotes , Gray Matter Quotes

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

4 years ago

Message Copied

Tags : Al Ries Quotes , News Quotes , Way Quotes

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

4 years ago

Message Copied

Tags : Al Ries Quotes , Lying Quotes , Dominance 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.

4 years ago

Message Copied

Tags : Al Ries Quotes , Sacrifice Quotes , Essence 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.

4 years ago

Message Copied

Tags : Al Ries Quotes , Names Quotes , Mind Quotes

War and marketing have many similarities.

4 years ago

Message Copied

Tags : Al Ries Quotes , War Quotes , Marketing Quotes

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.

4 years ago

Message Copied

Tags : Al Ries Quotes , Hands 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.

4 years ago

Message Copied

Tags : Al Ries Quotes , Mind Quotes , Position Quotes

The most powerful concept in marketing is owning a word in the prospects mind.

4 years ago

Message Copied

Tags : Al Ries Quotes , Powerful Quotes , Business Quotes

Good things happen when you narrow your focus.

4 years ago

Message Copied

Tags : Al Ries Quotes , Focus Quotes , Good Things Quotes

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

4 years ago

Message Copied

Tags : Al Ries Quotes , Business Quotes , Mind Quotes

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

4 years ago

Message Copied

Tags : Al Ries Quotes , Business Quotes , Want 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.

4 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.

4 years ago

Message Copied

Tags : Al Ries Quotes , Ingredients Quotes , Authenticity 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.

4 years ago

Message Copied

Tags : Al Ries Quotes , Focus Quotes , Effort Quotes

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

4 years ago

Message Copied

Tags : Al Ries Quotes , Generations Quotes , Next Quotes