Al Ries Quotes
- Changing the direction of a large company is like trying to turn an aircraft carrier. It takes a mile before anything happens. And if it…
- A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the…
- Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
- Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
- 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 well-known…
- The most powerful concept in marketing is owning a word in the prospects mind.
- War and marketing have many similarities.
- Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
- The next generation product almost never comes from the previous generation.
- A brand should strive to own a word in the mind of the consumer.
- Everyone is interested in what‘s new. Few people are interested in what‘s better.
- Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
- Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
- A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of…
- It's better to be first in the mind than to be first in the marketplace.
- Good things happen when you narrow your focus
- Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
- A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no…
- Advertising is the way great brands get to be great brands.