Frases de Al Ries

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Al Ries

Data de nascimento: 14. Novembro 1926

Al Ries é um profissional e autor da área de marketing.

É também co-fundador da Ries & Ries juntamente com sua filha Laura Ries. Aliado de Jack Trout, Ries cunhou o termo Posicionamento, que define formas de criar e fixar a marca de um produto na mente dos consumidores.

Citações Al Ries


„Numa pequena empresa uma pessoa pode ser suficiente para lançar um novo produto. Numa grande companhia a mesma idéia levaria meses de reuniões para ser descartada.“

„Há muito mais dinheiro para quem faz o marketing dos produtos do que para quem fica só na produção. A Nestlé, uma companhia da Suíça, já ganhou muito mais dinheiro com café do que todos os brasileiros que plantam café juntos.“


„Marketing é uma guerra mental. São as idéias que estão na cabeça das pessoas que determinam se um produto terá sucesso ou não.“

„Marketing is a battle of perceptions, not products.“ The 22 Immutable Laws of Marketing

„The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.“ The 22 Immutable Laws of Marketing

„The single most wasteful thing you can do in marketing is try to change a mind.“ The 22 Immutable Laws of Marketing

„companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name. Any“ Positioning: The Battle for Your Mind

„Mind-changing is the road to advertising disaster.“ Positioning: The Battle for Your Mind: The Battle for Your Mind


„Don't play semantic games with the prospect. Advertising is not a debate. It's a seduction.“ Positioning: The Battle for Your Mind

„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.“ The 22 Immutable Laws of Branding

„You want to change something in a computer? Just type over or delete the existing material. You want to change something in a mind? Forget it.“ The 22 Immutable Laws of Marketing

„Marriage, as a human institution, depends on the concept of first being better than best. And so does business.“ Positioning: The Battle for Your Mind


„What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.“ The 22 Immutable Laws of Branding

„Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.“ The 22 Immutable Laws of Marketing

„The primary objective of a branding program is never the market for the product or service. The primary objective of a branding program is always the mind of the prospect. The mind comes first; the market follows where the mind leads.“ The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival

„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.“ The 22 Immutable Laws of Branding