Al Ries quotes
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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.”
-- Al Ries -
“A brand should strive to own a word in the mind of the consumer.”
-- Al Ries -
“Branding is simply a more efficient way to sell things.”
-- Al RiesSource : Al Ries, Laura Ries (2009). “The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand”, p.10, Harper Collins
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“What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.”
-- Al Ries -
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“Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.”
-- Al Ries -
“It's better to be first in the mind than to be first in the marketplace.”
-- Al RiesSource : Al Ries, Jack Trout (2009). “The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two”, p.15, Harper Collins
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“Good things happen when you narrow your focus”
-- Al RiesSource : "The Classic Mistake" by Al Ries, ries.typepad.com. June 2009.
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“Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.”
-- Al RiesSource : Al Ries, Jack Trout (2006). “Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition”, McGraw Hill Professional
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“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 -
“Advertising is the way great brands get to be great brands.”
-- Al Ries -
“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 -
“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 -
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“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 -
“Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.”
-- Al Ries -
“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 -
“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 RiesSource : Al Ries, Jack Trout (2000). “Positioning: The Battle for Your Mind, 20th Anniversary Edition”, p.3, McGraw Hill Professional
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“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 -
“The most powerful concept in marketing is owning a word in the prospects mind.”
-- Al Ries -
“Marketing is what a company is in business to do. Marketing is a company's ultimate objective.”
-- Al Ries -
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“The next generation product almost never comes from the previous generation.”
-- Al Ries -
“Everyone is interested in what‘s new. Few people are interested in what‘s better.”
-- Al Ries -
“Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.”
-- Al Ries -
“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 -
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