Cancer Quote 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 new truth.…

— Al Ries

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

— Al Ries

The next generation product almost never comes from the previous generation.

— 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

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

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

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

“What’s called luck is usually an outgrowth of successful communication.”

— 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 there is…

— Al Ries