The Internet is the ultimate in brand-centered buying.
AL RIESWar and marketing have many similarities.
More Al Ries Quotes
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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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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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Good things happen when you narrow your focus.
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Positioning is how you differentiate yourself in the mind of the prospect.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The best way to make news is to announce a new category, not a new product.
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Advertising is the way great brands get to be great brands.
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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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It’s better to be first in the mind than to be first in the marketplace.
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It is better to have 50% of one market, instead of 10% of five markets.
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What should a brand leader advertise?
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The real barrier (to building a brand) is the human mind.
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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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You need to allow enough time for this forgetting to take place
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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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