When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESBut with a laser, you can drill a hole in a diamond or wipe out cancer.
More Al Ries Quotes
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Branding is simply a more efficient way to sell things.
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You need to allow enough time for this forgetting to take place
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A successful branding program is based on the concept of singularity.
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War and marketing have many similarities.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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.
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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Good things happen when you narrow your focus.
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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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If you CAN’T then all the advertising, fancy packaging, sales promotion and public relations in the world won’t help you achieve your objective.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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Your brand’s power lies in dominance.
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