---
title: "2 Building Brand Quotes By Al Ries"
description: "2 Building Brand quotes by Al Ries. Plus more from Al Ries and more Building Brand sayings from other authors."
image: "https://sms4smile.com/quotes/i/4ed/al-ries-14351_brands_marketing-is-not-selling-marketing-is-bu_947545.png"
---

> [Marketing is not selling. Marketing is building a brand in the mind of the prospect.](https://sms4smile.com/quotes/al-ries/marketing-is-not-selling-marketing-is-building-a-brand-in-the-mind-of/)

[Al Ries](https://sms4smile.com/quotes/author/al-ries/)

[Image](https://sms4smile.com/quotes/i/4ed/al-ries-14351_brands_marketing-is-not-selling-marketing-is-bu_947545.png)

> [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.](https://sms4smile.com/quotes/al-ries/the-real-barrier-to-building-a-brand-is-the-human-mind-it-normally/)

[Al Ries](https://sms4smile.com/quotes/author/al-ries/)

[Image](https://sms4smile.com/quotes/i/61c/al-ries-14351_barrier_the-real-barrier-to-building-a-brand-is_1651486.png)

## 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/)

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