Top 39 Quotes & Sayings by Al Ries

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

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.

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. You need to allow enough time for this forgetting to take place

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

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

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.

War and marketing have many similarities.

Everyone is interested in what‘s new. Few people are interested in what‘s better.

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

Branding is simply a more efficient way to sell things.

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.

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.

The most powerful concept in marketing is owning a word in the prospects mind.

Good things happen when you narrow your focus.

Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.

The best way to make news is to announce a new category, not a new product.

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

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

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.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store. After a slow buildup, people become convinced that they have known about the brand forever.

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 product on the market quite like your product.

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

The Internet is the ultimate in brand-centered buying.

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.

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 light. But with a laser, you can drill a hole in a diamond or wipe out cancer.

It's better to be first in the mind than to be first in the marketplace.

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

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.

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

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

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.

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

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.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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 name got well-known because it stood for something. It occupies a position in the prospect's mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it's going to be successful, is going to require a new name. New ladder, new name. It's as simple as that.