Don't overlook the importance of worldwide thinking. A company that keeps its eye on Tom, Dick and Harry is going to miss Pierre, Hans and Yoshio.More Al Ries quotes [03/29/2018 05:03:36]

Everyone is interested in what�s new. Few people are interested in what�s better.More Al Ries quotes [03/29/2018 05:03:36]

War and marketing have many similarities.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]

If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.More Al Ries quotes [03/29/2018 05:03:36]