Al Ries Quotes

“Building your brand on quality is like building your house on sand. You can build quality into your product, but that has little to do with your success in the marketplace.”

“Futurist Faith Popcorn goes even further. By the year 2010, she predicts, 90 percent of all consumer products will be home-delivered.”

“If 'What is the size of the market?' is the first question your company asks itself, then you are taking the wrong road to success.”

“Quality is a nice thing to have, but brands are not built by quality alone.”

“Success in business inflates the egos of top management.”

“The issue is clear. It’s the difference between building brands and milking brands. Most managers want to milk: How far can we extend the brand? Let’s spend some serious research money and find out.”

“Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace. And just how do you generate publicity? The best way to generate publicity is by being first. In other words, by being the first brand in a new category.”

“What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.”