It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.
AL RIESIt normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
More Al Ries Quotes
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The best way to make news is to announce a new category, not a new product.
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Positioning is how you differentiate yourself in the mind of the prospect.
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Good things happen when you narrow your focus.
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An attribute that nobody else already owns in your category.
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A brand should strive to own a word in the mind of the consumer.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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It’s better to be first in the mind than to be first in the marketplace.
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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.
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The essence of positioning is 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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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Advertising is the way great brands get to be great brands.
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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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The most powerful concept in marketing is owning a word in the prospects mind.
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