It normally takes decades to build a brand… It’s the forgetting of the old truth that allows a person to accept a new truth.
AL RIESYou need to allow enough time for this forgetting to take place
More Al Ries Quotes
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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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The Internet is the ultimate in brand-centered buying.
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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 not what you do to a product.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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To get into the consumer’s mind, you have to sacrifice.
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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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Positioning is how you differentiate yourself in the mind of the prospect.
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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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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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