Your brand’s power lies in dominance.
AL RIESWar and marketing have many similarities.
More Al Ries Quotes
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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 most powerful concept in marketing is owning a word in the prospects mind.
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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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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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The best way to make news is to announce a new category, not a new product.
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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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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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The next generation product almost never comes from the previous generation.
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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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Positioning is what you do to the mind of the prospect.
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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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The Internet is the ultimate in brand-centered buying.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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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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You need to allow enough time for this forgetting to take place
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