Al Ries Quotes

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

“A branding program should be designed to differentiate your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike.”

“A laser is a weak source of energy. A laser takes only a few watts of energy and focuses them in a coherent stream of light. But with a laser, you can drill a hole in a diamond or wipe out cancer.”

“All truth is relative. Relative to your mind or the mind of another human being. When you say, 'I’m right and the next person is wrong', all you’re really saying is that you’re a better perceiver than someone else.”

“The essence of marketing is narrowing the focus. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything.”

“When you launch a new product, the first question to ask yourself is not 'How is this new product better than the competition?' but 'First what?' In other words, what category is this new product first in?”