Your brand’s power lies in dominance.
AL RIESIt is better to have 50% of one market, instead of 10% of five markets.
More Al Ries Quotes
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Branding is simply a more efficient way to sell things.
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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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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The real barrier (to building a brand) is the human 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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Advertising is the way great brands get to be great brands.
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The next generation product almost never comes from the previous generation.
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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War and marketing have many similarities.
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The best way to make news is to announce a new category, not a new product.
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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.
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A brand should strive to own a word in the mind of the consumer.
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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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The crucial ingredient in the success of any brand is its claim to authenticity.
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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 essence of positioning is sacrifice.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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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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It is better to have 50% of one market, instead of 10% of five markets.
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When a really new product comes along, it’s almost always a mistake to hang a well-known name on it.
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A successful branding program is based on the concept of singularity.
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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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