A successful branding program is based on the concept of singularity.
AL RIESThe best way to make news is to announce a new category, not a new product.
More Al Ries Quotes
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The best way to make news is to announce a new category, not a new product.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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What should a brand leader advertise?
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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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That is, you position the product in the mind of the prospect.
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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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You have to reduce the essence of your brand to a single thought or attribute.
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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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Branding is simply a more efficient way to sell things.
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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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Advertising is the way great brands get to be great brands.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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You must be willing to give up something in order to establish that unique position.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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War and marketing have many similarities.
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