A brand should strive to own a word in the mind of the consumer.
AL RIESWar and marketing have many similarities.
More Al Ries Quotes
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Positioning is what you do to the mind of the prospect.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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You need to allow enough time for this forgetting to take place
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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 normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.
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The Internet is the ultimate in brand-centered buying.
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A successful branding program is based on the concept of singularity.
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After a slow buildup, people become convinced that they have known about the brand forever.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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You have to reduce the essence of your brand to a single thought or attribute.
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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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Marketing is what a company is in business to do. Marketing is a company’s ultimate objective.
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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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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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