Marketing is not selling. Marketing is building a brand in the mind of the prospect.
AL RIESWhen a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
More Al Ries Quotes
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It’s better to be first in the mind than to be first in the marketplace.
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A successful branding program is based on the concept of singularity.
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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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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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To get into the consumer’s mind, you have to sacrifice.
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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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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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Positioning is how you differentiate yourself in the mind of the prospect.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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The Internet is the ultimate in brand-centered buying.
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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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The essence of positioning is sacrifice.
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The next generation product almost never comes from the previous generation.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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