Al Ries
Al Ries
Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is crediting with coining the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject...
buying internet brands
The Internet is the ultimate in brand-centered buying.
war marketing similarity
War and marketing have many similarities.
mistake successful simple
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.
communication years atheism
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.
law names generic-name
THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name.
ingredients authenticity claims
The crucial ingredient in the success of any brand is its claim to authenticity.
business want scope
Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
enough-time needs forget
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
marketing advertising timing
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
focus good-things happens
Good things happen when you narrow your focus
way branding sells
Branding is simply a more efficient way to sell things.
powerful marketing world
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.