Al Ries Quotes, Way Quotes, Branding Quotes

Branding is simply a more efficient way to sell things.

5 years ago

Message Copied

Tags : Al Ries Quotes , Way Quotes , Branding 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

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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Change Quotes , Trying 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

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

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

5 years ago

Message Copied

Tags : Al Ries Quotes , Generations Quotes , Next 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

War and marketing have many similarities.

5 years ago

Message Copied

Tags : Al Ries Quotes , War Quotes , Marketing 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

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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Successful Quotes , People Quotes

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

5 years ago

Message Copied

Tags : Al Ries Quotes , News Quotes , Way Quotes

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.

5 years ago

Message Copied

Tags : Al Ries Quotes , Business Quotes , Marketing 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

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

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

5 years ago

Message Copied

Tags : Al Ries Quotes , Mind 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

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

5 years ago

Message Copied

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

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

5 years ago

Message Copied

Tags : Al Ries Quotes , Law Quotes , Focus 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

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