But with a laser, you can drill a hole in a diamond or wipe out cancer.
AL RIESTHE LAW OF THE CONTRACTION: A brand becomes stronger when you narrow its focus.
More Al Ries Quotes
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You must be willing to give up something in order to establish that unique position.
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Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.
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Even if all the cattle on the range look pretty much alike.
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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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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 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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After a slow buildup, people become convinced that they have known about the brand forever.
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If you can build a powerful brand, you will have a powerful marketing program.
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A brand should strive to own a word in the mind of the consumer.
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The best way to make news is to announce a new category, not a new product.
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Your brand’s power lies in dominance.
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Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.
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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 because it takes decades to penetrate the gray matter in between your ears.
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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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