74 Quotes by Al Ries

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

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.

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

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.

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.

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.

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

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.

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