When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
AL RIESYour brand’s power lies in dominance.
More Al Ries Quotes
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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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You must be willing to give up something in order to establish that unique position.
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The essence of positioning is sacrifice.
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What should a brand leader advertise?
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Positioning is how you differentiate yourself in the mind of the prospect.
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Positioning is what you do to 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 crucial ingredient in the success of any brand is its claim to authenticity.
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The next generation product almost never comes from the previous generation.
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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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Branding is simply a more efficient way to sell things.
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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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Your brand’s power lies in dominance.
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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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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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Good things happen when you narrow your focus.
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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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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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The Internet is the ultimate in brand-centered buying.
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If you can build a powerful brand, you will have a powerful marketing program.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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That is, you position the product in the mind of the prospect.
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Advertising is the way great brands get to be great brands.
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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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A branding program should be designed to differentiate your cow from all the other cattle on the range.
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