Al Ries Quotes

Quotes about:

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

  Al Ries

  Mind, Products

  Al Ries, Jack Trout (2001). “Positioning: The Battle for Your Mind”, p.2, McGraw Hill Professional

  38 Copy quote

• 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.

  Al Ries

  Business, Marketing, Looks

  62 Copy quote

• Good things happen when you narrow your focus.

  Al Ries

  Focus, Good Things, Happens

  "The Classic Mistake" by Al Ries, ries.typepad.com. June 2009.

  4 Copy quote

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

  Al Ries

  Mind, Strive, Should

  36 Copy quote

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

  Al Ries

  Marketing, Mind, Building

  Al Ries, Laura Ries (2009). “The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand”, p.10, Harper Collins

  28 Copy quote

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

  Al Ries

  Giving Up, Sacrifice, Unique

  Al Ries, Jack Trout (2001). “Positioning: The Battle for Your Mind”, McGraw Hill Professional

  29 Copy quote

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

  Al Ries

  People

  19 Copy quote

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

  Al Ries

  Business, Mind, Firsts

  Al Ries, Jack Trout (2009). “The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two”, p.15, Harper Collins

  6 Copy quote

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

  Al Ries

  Law, Focus, Stronger

  23 Copy quote

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

  Al Ries

  Powerful, Business, Marketing

  16 Copy quote

• 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.

  Al Ries

  Successful, Perception, Mind

  27 Copy quote

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

  Al Ries

  Lying, Dominance, Brands

  11 Copy quote

• 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.

  Al Ries

  Two, Three, Answers

  24 Copy quote

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

  Al Ries

  Mind, Position, Products

  Al Ries, Jack Trout (2000). “Positioning: The Battle for Your Mind, 20th Anniversary Edition”, p.3, McGraw Hill Professional

  16 Copy quote

• 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.

  Al Ries

  Successful, People, Forever

  16 Copy quote

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

  Al Ries

  Ivory Tower, Towers, Mud

  Al Ries, Jack Trout (2006). “Marketing Warfare: 20th Anniversary Edition: Authors' Annotated Edition”, McGraw Hill Professional

  6 Copy quote

• 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.

  Al Ries

  Sacrifice, Essence, Mind

  21 Copy quote

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

  Al Ries

  News, Way, Categories

  Al Ries, Laura Ries (2009). “The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand”, p.36, Harper Collins

  16 Copy quote

• 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.

  Al Ries

  Focus, Effort, Mind

  22 Copy quote

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

  Al Ries

  Ingredients, Authenticity, Claims

  11 Copy quote

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

  Al Ries

  Leader, Important, Behavior

  23 Copy quote

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

  Al Ries

  Generic Name, Law, Names

  "The 22 Immutable Laws of Branding". Book by Al Ries and Laura Ries, September 23, 1998.

  6 Copy quote

• 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.

  Al Ries

  Powerful, Marketing, World

  Al Ries, Laura Ries (2009). “The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand”, p.10, Harper Collins

  12 Copy quote

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

  Al Ries

  Way, Advertising, Brands

  Al Ries, Laura Ries (2009). “The Fall of Advertising and the Rise of PR”, p.5, Harper Collins

  14 Copy quote

• 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.

  Al Ries

  Cancer, Light, Focus

  18 Copy quote

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