Marketing Quotes by Al Ries

“Never run advertising until the major publicity possibilities have been exploited.”

— 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…

— Al Ries

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

— Al Ries

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

— 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.

— Al Ries

A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the…

— Al Ries

“Mind-changing is the road to advertising disaster.”

— Al Ries

A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that…

— 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…

— Al Ries

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

— Al Ries

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

— Al Ries

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

— Al Ries

War and marketing have many similarities.

— Al Ries

A brand should strive to own a word in the mind of the consumer.

— Al Ries

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend.…

— Al Ries

The crucial ingredient in the success of any brand is its claim to authenticity.

— Al Ries

“Advertising can only maintain brands that have been created by publicity.”

— 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…

— Al Ries

The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes…

— Al Ries

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

— Al Ries

Only brand names register in the mind... What you should generally do is take a regular word and use it out of…

— Al Ries

What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

— Al Ries

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A…

— Al Ries

Branding is simply a more efficient way to sell things.

— Al Ries

Advertising is the way great brands get to be great brands.

— Al Ries