Al Ries Quotes

10 Sourced Quotes

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

Al Ries
Marketing is what a company is in business to do. Marketing is a company's ultimate objective.

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

Al Ries
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.

Al Ries
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.

Al Ries
Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

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

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

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

Al Ries