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 Copy Share Image
“The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general,… — Al Ries Copy Share Image
Marketing is not selling. Marketing is building a brand in the mind of the prospect. — Al Ries Copy Share Image
Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend.… — Al Ries Copy Share Image
Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. — Al Ries Copy Share Image
It's the first company to build the mental position that has the upper hand, not the first company to make the product.… — Al Ries Copy Share Image
The real barrier (to building a brand) is the human mind. It normally takes decades to build a brand because it takes… — 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
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of… — Al Ries Copy Share Image
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 Copy Share Image
The most powerful concept in marketing is owning a word in the prospects mind. — Al Ries Copy Share Image
“Never run advertising until the major publicity possibilities have been exploited.” — Al Ries Copy Share Image
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 Image
Marketing is what a company is in business to do. Marketing is a company's ultimate objective. — Al Ries Copy Share Image
The next generation product almost never comes from the previous generation. — Al Ries Copy Share Image
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 Image
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 Image
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 Image
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 Image
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 Image
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 Image
