--- title: "4 Branding Quotes By Al Ries" description: "4 Branding quotes by Al Ries. Plus more from Al Ries and more Branding sayings from other authors." image: "https://sms4smile.com/quotes/i/91c/al-ries-14351_branding_a-branding-program-should-be-designed-to_521243.png" --- > [A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the…](https://sms4smile.com/quotes/al-ries/a-branding-program-should-be-designed-to-differentiate-your-cow-from/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) [Image](https://sms4smile.com/quotes/i/91c/al-ries-14351_branding_a-branding-program-should-be-designed-to_521243.png) > [A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that…](https://sms4smile.com/quotes/al-ries/a-successful-branding-program-is-based-on-the-concept-of-singularity/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) [Image](https://sms4smile.com/quotes/i/a4e/al-ries-14351_branding_a-successful-branding-program-is-based-o_671614.jpg) > [If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A…](https://sms4smile.com/quotes/al-ries/if-you-want-to-build-a-brand-you-must-focus-your-branding-efforts-on/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) [Image](https://sms4smile.com/quotes/i/f2a/al-ries-14351_branding_if-you-want-to-build-a-brand-you-must-fo_2363685.png) > [Branding is simply a more efficient way to sell things.](https://sms4smile.com/quotes/al-ries/branding-is-simply-a-more-efficient-way-to-sell-things/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) [Image](https://sms4smile.com/quotes/i/aab/al-ries-14351_branding_branding-is-simply-a-more-efficient-way_2380330.png) ## Other authors on Branding - [Susan C. Young 71 quotes](https://sms4smile.com/quotes/about/branding/susan-c-young/) - [Loren Weisman 32 quotes](https://sms4smile.com/quotes/about/branding/loren-weisman/) - [Israelmore Ayivor 23 quotes](https://sms4smile.com/quotes/about/branding/israelmore-ayivor/) - [Amber Hurdle 15 quotes](https://sms4smile.com/quotes/about/branding/amber-hurdle/) - [Laura Busche 14 quotes](https://sms4smile.com/quotes/about/branding/laura-busche/) - [ ![](https://sms4smile.com/quotes/wp-content/uploads/sms4s/authors/processed/b003/author-adam-hamilton-9302.jpg) Ryan Lilly 13 quotes ](https://sms4smile.com/quotes/about/branding/ryan-lilly/) - [Bernard Kelvin Clive 12 quotes](https://sms4smile.com/quotes/about/branding/bernard-kelvin-clive/) - [ ![](https://sms4smile.com/quotes/wp-content/uploads/sms4s/authors/processed/b010/author-germany-kent-38328.jpg) Germany Kent 8 quotes ](https://sms4smile.com/quotes/about/branding/germany-kent/) - [Wally Olins 6 quotes](https://sms4smile.com/quotes/about/branding/wally-olins/) - [Richie Norton 6 quotes](https://sms4smile.com/quotes/about/branding/richie-norton/) - [ ![](https://sms4smile.com/quotes/wp-content/uploads/sms4s/authors/processed/b004/author-anneliese-van-der-pol-13877.jpg) Debbie Millman 6 quotes ](https://sms4smile.com/quotes/about/branding/debbie-millman/) - [Mokokoma Mokhonoana 5 quotes](https://sms4smile.com/quotes/about/branding/mokokoma-mokhonoana/) ## More by Al Ries > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [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.…](https://sms4smile.com/quotes/al-ries/it-normally-takes-decades-to-build-a-brand-it-s-the-forgetting-of-the/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Marketing is what a company is in business to do. Marketing is a company's ultimate objective.](https://sms4smile.com/quotes/al-ries/marketing-is-what-a-company-is-in-business-to-do-marketing-is-a/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [The next generation product almost never comes from the previous generation.](https://sms4smile.com/quotes/al-ries/the-next-generation-product-almost-never-comes-from-the-previous/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.](https://sms4smile.com/quotes/al-ries/your-brand-s-power-lies-in-dominance-it-is-better-to-have-50-of-one/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [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.](https://sms4smile.com/quotes/al-ries/what-s-your-brand-if-you-can-t-answer-that-question-about-your-own/) [Al Ries](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/al-ries/changing-the-direction-of-a-large-company-is-like-trying-to-turn-an/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on…](https://sms4smile.com/quotes/al-ries/a-branding-program-should-be-designed-to-differentiate-your-cow-from/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [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…](https://sms4smile.com/quotes/al-ries/when-a-really-new-product-comes-along-it-s-almost-always-a-mistake-to/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“What’s called luck is usually an outgrowth of successful communication.”](https://sms4smile.com/quotes/al-ries/what-s-called-luck-is-usually-an-outgrowth-of-successful-communication/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“Mind-changing is the road to advertising disaster.”](https://sms4smile.com/quotes/al-ries/mind-changing-is-the-road-to-advertising-disaster/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is…](https://sms4smile.com/quotes/al-ries/a-successful-branding-program-is-based-on-the-concept-of-singularity/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [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…](https://sms4smile.com/quotes/al-ries/to-get-into-the-consumer-s-mind-you-have-to-sacrifice-you-have-to/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.](https://sms4smile.com/quotes/al-ries/customers-want-brands-that-are-narrow-in-scope-and-distinguishable-by/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [“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…](https://sms4smile.com/quotes/al-ries/the-mind-as-a-defense-against-the-volume-of-today-s-communications/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ItemList", "@id": "https://sms4smile.com/quotes/about/branding/al-ries/#itemlist", "name": "4 Branding Quotes By Al Ries", "numberOfItems": 4, "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Quotation", "text": "A branding program should be designed to differentiate your cow from all the other cattle on the range. 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