Even if all the cattle on the range look pretty much alike.
AL RIESThe crucial ingredient in the success of any brand is its claim to authenticity.
More Al Ries Quotes
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Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
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It is better to have 50% of one market, instead of 10% of five markets.
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The next generation product almost never comes from the previous generation.
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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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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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Marketing is not selling. Marketing is building a brand in the mind of the prospect.
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It creates in the mind of the prospect the perception that there is no product on the market quite like your product.
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Branding is simply a more efficient way to sell things.
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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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It’s better to be first in the mind than to be first in the marketplace.
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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 brand should strive to own a word in the mind of the consumer.
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Advertising is the way great brands get to be great brands.
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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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Positioning is what you do to the mind of the prospect.
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