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.
AL RIESThe best way to make news is to announce a new category, not a new product.
More Al Ries Quotes
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A brand should strive to own a word in the mind of the consumer.
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A successful branding program is based on the concept of singularity.
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To get into the consumer’s mind, you have to sacrifice.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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After a slow buildup, people become convinced that they have known about the brand forever.
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Positioning is not what you do to a product.
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If you can build a powerful brand, you will have a powerful marketing program.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Even if all the cattle on the range look pretty much alike.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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The best way to make news is to announce a new category, not a new product.
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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.
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Advertising is the way great brands get to be great brands.
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Good things happen when you narrow your focus.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Branding is simply a more efficient way to sell things.
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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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You must be willing to give up something in order to establish that unique position.
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IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.
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It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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Positioning is what you do to the mind of the prospect.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
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Your brand’s power lies in dominance.
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The essence of positioning is sacrifice.
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