The crucial ingredient in the success of any brand is its claim to authenticity.More Al Ries quotes [03/29/2018 05:03:36]

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.More Al Ries quotes [03/29/2018 05:03:36]

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.More Al Ries quotes [03/29/2018 05:03:36]

The best way to make news is to announce a new category, not a new product.More Al Ries quotes [03/29/2018 05:03:36]

Marketing is what a company is in business to do. Marketing is a company's ultimate objective.More Al Ries quotes [03/29/2018 05:03:36]