After a slow buildup, people become convinced that they have known about the brand forever.
AL RIESCustomers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
More Al Ries Quotes
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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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That is, you position the product in the mind of the prospect.
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You must be willing to give up something in order to establish that unique position.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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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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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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Each year we send more and receive less.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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War and marketing have many similarities.
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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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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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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Advertising is the way great brands get to be great brands.
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What should a brand leader advertise?
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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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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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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 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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A successful branding program is based on the concept of singularity.
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