Your brand’s power lies in dominance.
AL RIESYou need to allow enough time for this forgetting to take place
More Al Ries Quotes
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Advertising is the way great brands get to be great brands.
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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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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Good things happen when you narrow your focus.
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It’s better to be first in the mind than to be first in the marketplace.
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Branding is simply a more efficient way to sell things.
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The most powerful concept in marketing is owning a word in the prospects mind.
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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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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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To get into the consumer’s mind, you have to sacrifice.
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Each year we send more and receive less.
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You must be willing to give up something in order to establish that unique position.
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