It’s the first company to build the mental position that has the upper hand, not the first company to make the product.
AL RIESThe crucial ingredient in the success of any brand is its claim to authenticity.
More Al Ries Quotes
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Branding is simply a more efficient way to sell things.
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What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
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Everyone is interested in what‘s new. Few people are interested in what‘s better.
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Positioning is how you differentiate yourself in the mind of the prospect.
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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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You must be willing to give up something in order to establish that unique position.
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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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The next generation product almost never comes from the previous generation.
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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 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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Good things happen when you narrow your focus.
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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 essence of positioning is sacrifice.
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