Good things happen when you narrow your focus.
AL RIESThe crucial ingredient in the success of any brand is its claim to authenticity.
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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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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Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
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The Internet is the ultimate in brand-centered buying.
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It is better to have 50% of one market, instead of 10% of five markets.
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The essence of positioning is sacrifice.
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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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What should a brand leader advertise?
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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 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’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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The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.
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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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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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That is, you position the product in the mind of the prospect.
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