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Al Ries Biography

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.

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Al Ries Quotes

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

Consumer, Mind, Should, Strive, Word

It normally takes decades to build a brand. . . It's the forgetting of the old truth that allows a person to accept a new truth. You need to allow enough time for this forgetting to take place

Build, Enough, Enough Time, Forget, Needs, Old

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.

Ears, Gray, Gray Matter, Mind, Real

Branding is simply a more efficient way to sell things.

Branding, Efficient, Things, Way

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

Categories, Make, News, Product, Way

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

Environment, Evolve, Ivory Tower, Marketplace, Mud, Towers

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

Fastest, Generic Name, Law, Name, Names, Routes

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.

Answer, Answers, Question, Three, Trouble, Two

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

Communication, Fear, Overcommunicated, Problem, Today, Years

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.

Mind, Names, Primary, Take, Use, Word

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.

Aircraft Carriers, Carrier, Change, Company, Takes, Trying

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

Business, Firsts, Marketplace, Mind

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

Advertising, Brands, Way

The Internet is the ultimate in brand-centered buying.

Brands, Buying, Internet, Ultimate

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.

Blurb, Comment, Forever, Mind, People, Successful

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

Brands, Business, Distinguishable, Scope, Single, Want

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

Business, Company, Marketing, Objective, Objectives

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

Give, Giving Up, Order, Positioning, Sacrifice, Unique

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

Focus, Law, Stronger

War and marketing have many similarities.

Marketing, Similarities, Similarity, War

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