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...
way advertising brands
Advertising is the way great brands get to be great brands.
business mind firsts
It's better to be first in the mind than to be first in the marketplace.
names mind use
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.
law names generic-name
THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a brand a generic name.
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.
change trying aircraft-carriers
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.
real gray-matter mind
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.
powerful marketing mind
The most powerful concept in marketing is owning a word in the prospects mind.
cancer light focus
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.
mind position differentiate
Positioning is how you differentiate yourself in the mind of the prospect. That is, you position the product in the mind of the prospect.
people
Everyone is interested in what‘s new. Few people are interested in what‘s better.
two answers three
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.
law focus stronger
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
sacrifice essence mind
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.