Al Ries Quotes

United States, Marketing Consultant
October 14, 1926

Al Ries is a marketing professional and author. He is also the cofounder 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.

Also known as Author

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

Al Ries
- Mind
- Concept
- Owning
Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

Al Ries
- Market
- Brand
- Dominance

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

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

Al Ries
- News
- Product
- Category
Advertising is the way great brands get to be great brands.

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

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

Al Ries
- Word
- Brand
- Consumer
THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.

Al Ries
- Focus
- Brand
- Contraction

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

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

Al Ries
- Better
- New
- Interested
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

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

Al Ries
The next generation product almost never comes from the previous generation.

Al Ries
- Generation
- Product
- Comes