But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIES
War and marketing have many similarities.
More Al Ries Quotes
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But with a laser, you can drill a hole in a diamond or wipe out cancer.
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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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Positioning is not what you do to a product.
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The most powerful concept in marketing is owning a word in the prospects mind.
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You must be willing to give up something in order to establish that unique position.
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THE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
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The crucial ingredient in the success of any brand is its claim to authenticity.
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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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Changing the direction of a large company is like trying to turn an aircraft carrier.
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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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That is, you position the product in the mind of the prospect.
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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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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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If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. A word that nobody else owns.
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Today, communication itself is the problem. We have become the world’s first overcommunicated society.
AL RIES