The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name. — Al Ries Copy Share Image
Only brand names register in the mind... What you should generally do is take a regular word and use it out of… — Al Ries Copy Share Image
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus. — Al Ries Copy Share Image
“Never run advertising until the major publicity possibilities have been exploited.” — Al Ries Copy Share
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.… — Al Ries Copy Share
Marketing is what a company is in business to do. Marketing is a company's ultimate objective. — Al Ries Copy Share
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets. — Al Ries Copy Share
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. — Al Ries Copy Share
Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if… — Al Ries Copy Share
A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on… — Al Ries Copy Share
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… — Al Ries Copy Share
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is… — Al Ries Copy Share
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… — Al Ries Copy Share
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better. — Al Ries Copy Share
“The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind… — Al Ries Copy Share
