74 Quotes by 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.

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

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

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

The Internet is the ultimate in brand-centered buying.

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.

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 GENERIC: One of the fastest routes to failure is giving a brand a generic name.

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.