To get into the consumer’s mind, you have to sacrifice.
AL RIESWar and marketing have many similarities.
More Al Ries Quotes
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You need to allow enough time for this forgetting to take place
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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Even if all the cattle on the range look pretty much alike.
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The most powerful concept in marketing is owning a word in the prospects mind.
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If you can build a powerful brand, you will have a powerful marketing program.
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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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Each year we send more and receive less.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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Changing the direction of a large company is like trying to turn an aircraft carrier.
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The best way to make news is to announce a new category, not a new product.
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A brand should strive to own a word in the mind of the consumer.
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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 must be willing to give up something in order to establish that unique position.
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The next generation product almost never comes from the previous generation.
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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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