The Internet is the ultimate in brand-centered buying.
AL RIESWar and marketing have many similarities.
More Al Ries Quotes
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An attribute that nobody else already owns in your category.
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Positioning is what you do to 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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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Good things happen when you narrow your focus.
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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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If you can build a powerful brand, you will have a powerful marketing program.
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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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It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
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That is, you position the product in the mind of the prospect.
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After a slow buildup, people become convinced that they have known about the brand forever.
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The next generation product almost never comes from the previous generation.
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Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
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Advertising is the way great brands get to be great brands.
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