Al Ries Quotes

Al Ries Quotes: 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 range look pretty much alike.
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 attribute. An attribute that nobody else already owns in your category.
Author: Al Ries
A brand should strive to own a word in the mind of the consumer.
Author: Al Ries
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.
Author: Al Ries
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
Author: 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 word that nobody else owns.
Author: Al Ries
Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
Author: Al Ries
It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.
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 it was a wrong turn, getting back on course takes even longer.
Author: Al Ries
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
Author: Al Ries
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
Author: Al Ries
It's better to be first in the mind than to be first in the marketplace.
Author: Al Ries
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.
Author: Al Ries
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
Author: Al Ries
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.
Author: Al Ries