War and marketing have many similarities.
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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You need to allow enough time for this forgetting to take place
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A brand should strive to own a word in the mind of the consumer.
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The next generation product almost never comes from the previous generation.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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Only brand names register in the mind… What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.
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The Internet is the ultimate in brand-centered buying.
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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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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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The real barrier (to building a brand) is the human mind.
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The most powerful concept in marketing is owning a word in the prospects mind.
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An attribute that nobody else already owns in your category.
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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 crucial ingredient in the success of any brand is its claim to authenticity.
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It’s better to be first in the mind than to be first in the marketplace.
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Good things happen when you narrow your focus.
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Positioning is not what you do to a product.
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A successful branding program is based on the concept of singularity.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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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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After a slow buildup, people become convinced that they have known about the brand forever.
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The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder.
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Even if all the cattle on the range look pretty much alike.
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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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